Equus Red Cell Delhi has recently bagged three new businesses – the All India Management Association (AIMA), Belden, and Heidelberg Cement. The cumulative size of the wins is pegged in the region of Rs 17 crore. While AIMA is the apex management body in the country with a diverse portfolio of activities ranging from management development programmes and games, to recognising management excellence to management education, Belden is one of the world’s largest cable manufacturers.
Equus has partnered with AIMA as marketing and creative consultant to help lift AIMA’s brand image among various stakeholders. Equus is developing an entire portfolio of activities ranging from events to PR to direct marketing for the client. The business was won without a pitch.
On the other hand, Equus will soon be releasing a nation-wide campaign for Belden to build brand equity among the corporate consumers, which will be followed by a number of innovative and engaging below-the-line (BTL) initiatives.
While talking about Heidelberg Cement that has entered the Indian market and launched its product in the Hindi heartland and the Southern markets, Swapan Seth, CEO, Equus Red Cell, said, “The objective is to positively change the image of the brand without the use of a traditional ‘brand campaign’. We’ve partnered them at a nascent stage and have been welcomed on board as an extension of their marketing team, rather than as the external vendor, as most agencies have become today. Our expertise in understanding the corporate consumer and the psyche of the CTO and CEO today, along with our innovative and out-of-the-box ideas, was the deciding factor.”
“Our understanding of the home buying process, the individual homebuyer, as well as
knowledge of the mason-dominated trade made us perfect partners for Heidelberg Cement. With insights into marketing strategy and ideas for brand development and engagement with the consumer, the business was won without a pitch on the basis of our category insights and consumer knowledge. The print campaigns to establish Heidelberg
Cement as well as launch their branded cement called ‘Mycem’ are already underway in the respective regions, and are receiving great response from consumers. The account size is in the region of Rs 10 crore,” added Nadeesh Ramachandran, Group Account Director, Equus Red Cell.