Bates Kolkata and Genesis get the ‘Consumer Connect’ right

Bates Kolkata and Genesis get the ‘Consumer Connect’ right

Author | Indrani Sinha | Thursday, Apr 10,2008 8:41 AM

Bates Kolkata and Genesis get the ‘Consumer Connect’ right

The recently held Consumer Connect Awards 2008, organized by the Calcutta Ad Club, put the spotlight on the Kolkata agencies and the advertising scenario there. This year, two Kolkata agencies – Genesis Advertising and Bates David Kolkata – shared the Agency of the Year (Kolkata) Award.

While Bates David Kolkata bagged the Award for it work for Friends FM, Genesis Advertising bagged the Award for the work done for Sreeleathers.

Genesis Advertising won the Award for the ‘Heavy Weight’ campaign for Sreeleathers, a Kolkata-based shoe retail brand catering to Sec B & C consumers. Genesis had proposed a scheme, wherein if a customer bought shoes worth Rs 699, then he/she would get a chance to win silver worth his/her weight. The second prize of the scheme was a car, while the third prize was free shoes for a lifetime for 260 lucky customers.

Genesis’ Ujjal Sinha said, “We always try and create communication that works for the client. We deliberately stay away from making scam ads to win awards. Consumer connect has always been the mainstay of Genesis’ communication. I would like to thank the eminent jury who have rewarded our mission. I think it is not only altruistic judgment to the creative communication, but also the money that the client spent for rolling out the campaign.”

Bates Kolkata won in the Consumer Services Category for its launch campaign for Friends FM, the FM radio initiative from the ABP Group that plays an eclectic mix of music from the 70s, 80s and 90s. The target audience is the Bengali speaking population in the 22-40 age group. The FM channel’s philosophy is to bring back long-lost ‘friends’ and revive the spirit of ‘adda’ in a fresh, contemporary way.

Abeer Chakravarty, Senior VP, Bates Kolkata said, “Yet again Bates Kolkata has demonstrated its prowess in Bengali communication by being able to touch the right chord for the right response.”

Amritendu Roy, Business Head, Friends FM, explained, "The challenge was to be distinctively different, yet get a significant listener base. 'Nostalgia', 'adda' and, of course, music were the main ideas behind this campaign as all these three go together in Kolkata. The campaign was in complete sync with our objective and helped us to establish the image in peoples' mind."

Also read:

JWT dominates Calcutta Ad Club’s Consumer Connect Awards 2008

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