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Borosil assigns creative mandate to VGC; ad spend pegged at upwards of Rs 10 cr

01-December-2009
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Borosil assigns creative mandate to VGC; ad spend pegged at upwards of Rs 10 cr

Borosil Glassworks Ltd has appointed Vyas Giannetti Creative (VGC) to envision a brand new corporate identity and strategic communication plan, besides developing the brand’s design language. The win was not preceded by any pitch process.

Preeti Vyas, CEO and Chief Creative Officer, VGC, has confirmed the development but refused to divulge any details about the ad spend. However, according to industry sources, the ad spend on the business is pegged at upwards of Rs 10 crore.

On the appointment of VGC, Shreevar Kheruka, Director, Borosil, said, “With Borosil charting out aggressive expansion plans, it is important to find the right partners to help attain its goals. We decided on VGC considering its reputation and expertise in corporate brand building. We are happy to have VGC on board as our brand custodians.”

Elated on the win, Vyas commented, “We are extremely delighted to work with a household brand like Borosil. As the market evolved, Borosil needed to synergise its design and communication strategy to stand out. VGC is working to create strategic creative solutions for the brand communication across media using a specific set of design methodologies.”

Borosil Glass Works Ltd was established in December 1962 in collaboration with Corning Glass Works of USA to manufacture borosilicate low expansion glass. This glass has applications in a variety of uses from the laboratory in high-end research institutes to the microwave in every household. Most recently, borosilicate glass is also being used in the solar thermal industry for heating water as well as for generating electricity.

VGC is an established design and communications specialist with a discerning blue-chip clientele. Recently, VGC has launched a bouquet of specialist international design and communication verticals in association with globally renowned specialists in diverse domains from Holland, the US and the UK.

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