Equus Red Cell’s Mumbai office has bagged the communication duties for Elite International’s home linen brand Enrica. The business was awarded to the agency following a multi-agency pitch. The size of the business has been pegged at Rs 5 crore.
Speaking on the win, Swapan Seth, CEO, Equus, said, “Our understanding of the category is from a global perspective. If one is aware of the Frettes, Porthaults and Sealy beds, you will understand this space. Most agency heads would not have even heard about most of these names. I think that is what clients are seeking – a category curiosity that is ever alive and a passion for the products. They are looking for a combustible agency.”
“What is, however, interesting is Equus’ involvement from the very beginning and, therefore, packaging that will rewrite the boring rules that the other brands ascribe to. While the other brands are getting the dog to wag its tail, we’ll wag the dog. And I think that is only possible if the client has implicit faith in the agency’s understanding of the market and the mind. At Equus we understand that space. And Elite gives us that space,” added Seth.
The agency will use multi-media approach in its communication. Besides communication for Enrica, it will also be involved in retail visual revamping, packaging and direct marketing efforts for the client.
Elite International is among the leading players in the home linen space. A $50 million company, it is a large player in both Europe and the US. It is also a pioneer in producing high thread count fabric.