In the wake of a multi agency pitch, Renaissance Retail Venture Pvt. Ltd, the Indian arm of Verigold Jewelry Inc., USA has appointed Beehive Communications Pvt. Ltd as its communication partner for its brand Lucera in India. The account size is estimated to be Rs 5 crore.
The agency will handle the integrated communication portfolio of Lucera. There is no incumbent agency.
Confirming the development, R K Menon, CEO, Lucera, said, “This is a really exciting time for us, as Lucera believes that by creating, focusing and showcasing everything relevant to a complete consumer experience, we can transcend the segment and category we are in. Therefore, the tasks before us are extremely challenging and we felt Beehive Communications had the right approach and energy to do justice to our requirement.”
Elated with the win, Himanshu Thakkar, Executive Director, Beehive Communications, commented, “Lucera is a fabulous concept that is waiting to explode and we are glad that there is a clear consensus on a ground-up approach in building the brand. We believe Lucera offers us a platform to build something significant.”
Speaking on the communication mix, Thakkar explained that research is currently being conducted through IMRB. He said, “Once we are done with the research and have understood our customers wants, we will decide upon our communication mix. However, initially our communication will be driven by traditional medium. We will also look at the digital side of the communication too.”
The target audience for the brand would be women who are outgoing, like the working class or a college girl, as the brand is in the new genre of jewellery of silver polished and artificial stones.
With this account in its bouquet, Beehive Communication’s other clients include Tourism Malaysia, Star Cruises, Bisleri and Rail Europe, among others.