Fidelis has bagged the creative and media duties of New Indian Express in a multi-agency pitch. The account size is estimated to be around Rs 2 crore. Among the agencies in the fray, there were Contract and TBWA Anthem.
The campaign primarily involves print and outdoor media – with the print claiming almost 75 per cent of the budget. The print campaign, however, was launched yesterday with a half-page advertisement in The New Indian Express, Dinamani and Kannada Prabha. The outdoor promotion will begin from September 9.
The campaign comprises of two parts. The first is a brand campaign with the catch-line, ‘I Express’ that leverages the strong emotional attachment readers have with the Express. The second is a product campaign that shows cases the various features that Express carries and raises them to the status of sub-brands. In Chennai, both the campaigns also highlight the new value pricing of the daily (at Rs 1.50).
However, Fidelis gives the credit of winning the account to its creatives. “Primarily, it is our creatives that did the main job. The client also saw great value in the expertise and experience of the team that will actually be working for them. Fidelis has always been seen as strong in strategy-based creativity,” says Murari, Director, Fidelis Advertising.
Adding further, he says, “Our unique offering has always been that we consistently improve clients' top lines. Indeed, we now offer to work for our clients as 'brand custodians', taking responsibility for the client's top line by involving ourselves in all aspects of marketing. Most importantly we're willing to accept a compensation, based solely on the revenue earned by the Brand.”