Chennai-based communication design shop ‘be positive 24’ has added another account to its roster. The shop, which launched in January this year with the creative duties of fitness chain ‘Fitness One’, has bagged a leading supari (betel nut) brand, Ajantha.
The task before the agency with Ajantha goes beyond creative, and involves below-the-line and distribution strategy as well. Ajantha also manufactures fruit masala and hard-boiled candy, and has been in the market since 1979.
Said Abhishek D Shah, Managing Partner, be positive 24, “The client’s latent need was to expand. That’s where we came in. We believe that there is an opportunity to capitalise on the strong credibility and goodwill that Ajantha Supari enjoys in the market. Our task is to break the monotony of communication and marketing in the segment.”
The supari market is South-heavy, and Ajantha is among the top players in the Tamil Nadu market. The other large players include Nizam, Roja and Crane. The sweet and non-sweet flavoured versions are largely sold in 25 paisa, 50 paisa, Re 1 and Rs 2 packs. While weddings are the core market for the 25-paisa pack, the rural market has a large share of the 50-paisa pack.
“We think the segment in itself has the potential to be rediscovered. To start with, we need to get a better understanding of the market and we are starting off with a study of the supari market. Subsequently, we expect a brand campaign to commence from April, encompassing print, television, radio and outdoors,” explained Sandeep Makam, the shop’s other Managing Partner.
Betel nut, which is consumed in rural parts for its digestive properties, is also used as an after-smoke product. Competition to the segment has been from outside, with the advent of categories like packaged fruit masalas and mouth fresheners.
Ravikumar and Co, the Chennai-based company that manufactures Ajantha, is exploring the possibilities of taking its brand of flavoured betel nut to neighbouring states.
“At this point, we’re focusing on deliverables, and on offering tangible solutions to clients. We’re keen to explore possibilities in categories where the scope for brand building was considered ‘limited’. There are a lot of clients who have big ambitions but don’t necessarily have big budgets,” added Shah.
Since its launch, be positive 24 has also won the creative duties of Rastogi’s, a home furnishing retail store. The communication design shop has grown in terms of number of people, from two to seven at present, and is on the lookout for servicing and art resources.