be positive 24, the Chennai-based agency that was launched around six months back, has added two new businesses to its kitty – Areeba, which is into menswear, and Kitchen World. The cumulative size of the business is worth Rs 2 crore.
While Euro RSCG is the incumbent agency in the case of Areeba, Kitchen World did not have any agency on board for a while now. There was no pitch process involved and the agency was invited to work for the brands based on their work for their existing clients.
Confirming the news to exchange4media, Abhishek D Shah, Managing Partner, be positive 24, said, “For Areeba, which is a relatively new brand, we are looking at providing cost effective and powerful communication. This would heavily rely on print and outdoor.” Shah further said that the brand was looking at expanding to other parts in Tamil Nadu and Kerala and that the communication would be created accordingly.
Sahim Suleman, Marketing Head, Areeba, said, “We were impressed with the work of be positive 24 and decided to entrust our communication to them. The idea is to popularise the Areeba brand among dealers initially and then take it to the consumers.”
The brand Areeba belongs to Wooltop Weaves, which is part of AI Enterprises. The company is into garment export, especially to the US and UK markets.
For Kitchen World, the agency is looking at adopting both ATL and BTL activities and will steer away from any kind of monochromatic communication. Shah explained, “It is a niche segment that is rapidly growing with several players in the fray. This requires more direct interaction with the target group, hence we will do customised communication for them.”
Sandeep Makam, Managing Partner, be positive 24 said, “As a six-month old agency, we are surely on the right track. The very purpose of launching our agency was to do innovative advertising by breaking away from the mould. With the current wins, we have been able to get into new segments, which will definitely see innovative advertising from our end.”