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Brand Portrait bags end–to–end communication mandate from Dhanus Group

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Brand Portrait bags end–to–end communication mandate from Dhanus Group

Chennai-based creative solutions company, Brand Portrait, has bagged the end-to-end communications business of Chennai-based Dhanus Group for the Indian and US markets. With this, Brand Portrait becomes the first Indian agency to market an Indian company overseas. Brand Portrait will handle all the verticals of the Dhanus Group, including the telecom, logistics and BPO services.

Commenting on the win, Raj Narian, co-founder, Brand Portrait, said, “Combination of thinking, creativity, our ability to deploy technology that made the difference apart from the customised end-to-end solution that we offered to our clients helped us to clinch the deal. From lead generation to conversion, we are responsible for entire process and partner the company’s marketing communication team.”

Venu Gopal Nair, another co-founder of the company, said, “Unlike traditional client-agency relationships, Brand Portrait will ‘Walk the Talk’ and be rewarded on the leads delivered and converted sales.”

Venu further said, “This is a chance to pitch ourselves against some of the biggest brands in the world like Vonage, etc., in their home ground. There are over 700 VoIP providers and calling card brands in the US. The challenge is to create traction for MPINGI in this milieu.”

The agency will handle a plethora of activities for MPINGI, a VOIP telephony service launched in the US market by Dhanus. V-Tel, a calling card sold in India by the group will also be marketed by Brand Portrait, apart from handling the creative duties for the Group Companies and the Corporate as a whole.

Brand Portrait will be using offline – that is print and outdoor, direct mailers and online medium for lead generation, integrate the entire activity and help conversion. As a part of the campaign, below the line activities would be undertaken to drive awareness and lead generation. The campaign will kickstart in the US in the third week of August.

As part of the campaign the creative shop would roll out road shows in Dallas, Los Angeles, San Francisco and Houston for Dhanus in the first phase and it would be remunerated based on results, that is, creating qualified leads and conversion of qualified leads to revenue.

Brand Portrait, started a little over 18 months ago, is a full service agency. The company is headquartered in Chennai and has a marketing office in Mumbai and Hydrabad.


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Prior to joining Madison PR in 2012 Chaudhary was Group President Corporate Communications at Reliance Industries Limited.