Dunlop India, the Kolkata-headquartered tyre major set to relaunch after being out of the media for quite sometime, has chosen Situations as its advertising partner. The account, which includes both creative and media duties, will be handled by the Kolkata and Mumbai offices of Situations. While the creatives will be done mostly from Mumbai, the Kolkata office will provide day-to-day servicing support.
Said Dhrubajyoti Nandi, Vice-president, Corporate Communications, Dunlop India, “The creative work of Situations appealed to us. That has been the major factor in helping them bag this business.”
Although Nandi refused to divulge the size of the account, he said that the company was targeting for a business of Rs 400 crore and the ad spend “will be in keeping with the ambitious business objectives”.
Given that Dunlop has been out of the market for some time and with the strides its competition has made in the intervening period, the brand would need to make a strong impact in its communication efforts if it is to regain its erstwhile leadership position that was aptly encapsulated in its famous strapline ‘Dunlop is Dunlop. Always Ahead’.
Said Anjan Chatterji, Chairman & Managing Director, Situations Advertising & Marketing Services, “This is an extremely emotional journey because I have seen Dunlop in its heyday and will attempt to restore its position of old glory.”
Among the accounts that Situations handles are the Fair and Handsome brand along with all the fairness brands of Emami. It also handles Mentho Plus balm, Super Vasmol, Keshkala Hair Tonic and Streax, Everest Masala, creative duties for Jyothy Laboratories, and Cello Group’s advertising for pens, thermowear and plastic furniture. Among the other accounts that the agency has are Kanchan mixers, corporate communication for Shrachi Group, the Bolgard brand from Monsanto, and the corporate and social welfare communication for the Orissa plant of the Tatas.
It may be recalled that the Ruia Group had bought the entire tyre business of the Chhabria family-controlled Jumbo Group, including the ailing Dunlop India as well as Falcon Tyres in December 2005. The entire deal was worth around Rs 200 crore. The management expects the Ambattur unit of Dunlop to reopen in August this year and the Shahagunj unit by September.
Apart from tyres, Dunlop India is also into manufacturing tubes and other automobile components, including brake hoses, conveyor belting and metal-to-rubber bonded vibration isolators.
Dunlop set to relaunch, scouts for agency