Bates David Enterprise has added Kolkata-based Bisk Farm business to its kitty following a multi-agency pitch also involving O&M and JWT. Apart from the Bisk Farm brand, Bates David Enterprise will also handle its biscuit business.
SAJ Industries, who owns the Bisk Farm brand, and is a wholly owned subsidiary of the city-based Rs 250 crore Aparna Group, is one of the leading manufacturers and marketers of biscuits. The company is now looking at diversifying into new businesses, which would also include the company’s foray into the retail sector.
While refusing to divulge information about the new projects, Vijay Singh, Managing Director, SAJ Food Products Pvt Ltd, said, “We will be expanding the bakery basket, which would include both packaged and fresh products, alongside our plans for retail operations.”
Giving the reason for choosing Bates David Enterprise, Singh said, “What we really liked about Bates was their complete understanding of our mind, both in terms of our Bisk Farm profile and our vision to take it forward. It always makes a lot more sense to have an agency, who establishes your connect and wave length from Day One. Needless to say, we will complement perfectly with the world-class retailing plans we have afoot."
He further said that currently there was no agency to handle the creative part of the company’s biscuit business. “As regards to our biscuit business, we are not looking for any positional change as we are quite happy with the in-house advertising that is being done .At the moment the focus is on the new businesses,” Singh added.
According to sources, the combined media spend for the company’s new projects as well as the biscuit business was in crores.
Commenting on the win, Abeer Chakravarty, Senior Vice-President, Bates David Enterprise, Kolkata, said, “We have an exceptional understanding of the retail business, with specialised retail design expertise and capability built in-house over the years to serve clients like ITC. Starting from the branding and advertising, right down to the layout of the stores, even its carry bags, the agency provided a seamlessly integrated brand and retail architecture plan. Bisk Farm now offers an opportunity we are all very excited about, despite some mild concerns about our team fattening up with the mind-blowing goodies Bisk Farm plans to produce in the market.”
He added, “Behind Bisk Farm's engaging a top line agency is the need to establish a fiercely competitive brand to eat into the Rs 150 crore retail food (instant snacks) business.”
Subhash Kamath, CEO, Bates David Enterprise, said, “This is a very exciting win for us and I’m proud of my Kolkata team for doing such a wonderful job. The instant snacks category is a fast growing one in today’s resurgent economy and I see tremendous opportunities for some innovative 360 degree creative solutions coming out on this brand.”