BEI Confluence is in consolidation mode. According to Tapas Gupta, Managing Director, the growth is coming from all its offices – Mumbai, Kolkata and Delhi. The agency has recently added business worth Rs 20-22 crore to its kitty. The Mumbai office has contributed Rs 10 crore, Kolkata Rs 8 crore and the rest has come from a win in Delhi.
Speaking on the wins, Gupta said, “We are very happy with all these new businesses, especially from the Mumbai office. This is quite a strike rate for Mumbai and we are looking forward to doing some great work for our clients.”
The Mumbai wins include the business of Birla Sunlife Distribution, which is the marketing wing of Birla Sunlife Insurance and Birla Sunlife Mutual Funds. “They are necessarily a wealth management organisation and we are working to provide them with 360-degree solutions for the development of their business,” Gupta said.
The other two businesses in Mumbai come from expansion plans of their existing clients: GTC and DKT. Said Gupta, “The Mumbai office has had the GTC business ever since we began, they are largely into cigarette manufacturing. Now they are entering the FMCG space in a big way. They already have some FMCG brands and are going to relaunch some of them. Again, this has meant a lot of action for the Mumbai office.”
On the DKT account, Gupta said, “This is quite an interesting piece of business actually. They are into social marketing and they are planning a campaign for Ethiopia. The communication for that has been designed in India. As a matter of fact, we had Miss Ethiopia, Hyat Ahmed, come to India for the making of the commercials.”
DKT has products like Zaroor and Choice in India and it has relaunched Sensation in Ethiopia. The campaign is set to break in January 2006.
Kolkata is not far behind with new business wins. Ajanta, the footwear brand from Banik Rubber Industries, has awarded their duties to BEI Confluence. Observed Gupta, “They are big in the East and are market leaders in hawaii chappals. They are beginning retail outlets now called Ajanta Footcare, and we are working with them for this.”
The second win is Balmer Lawrie, a public sector undertaking involved in various businesses like tea, lubricants, etc. “It is a Rs 1,000-crore plus organisation and a great client in our portfolio,” said Gupta.
The final win from Kolkata is Priya Biscuits. Said Gupta, “They are coming with a product called Murmure and there is a large-scale activity planned around it.” The product is slated to hit the market in a month.
Delhi has seen its own share of action with the Hero Majestic Moped. “This is from the Munjal stable. We are looking after Panther and Effe. Now they are in the midst of plans to launch a new moped by the end of January 2006 and we are taking care of that too.”
Gupta sure is excited. “These are great businesses to be associated with. We are involved with forthcoming brands, which means creating the first communication around the brands. That is quite a responsibility and we are looking forward to that,” he commented.