Fountainhead Bangalore has been awarded the BJN Hotels account following a multi-agency pitch. While the size of the account was not disclosed, it is expected to grow into a substantial one. Apart from the responsibilities of its chain of restaurants, Fountainhead will look after the launch of BJN’s packaged snack foods in the retail market.
Commenting on why the decision was taken in favour of the agency, Ashok Nath, Branch Head, Fountainhead Bangalore, said, “At Fountainhead, there is very senior level involvement on all work and our commitment to our brands is unmatched. This is something that has stood us in good stead with our existing clients and attracts new clients”.
BJN Hotels is a 5-year-old company with interests in restaurants, hotels and now in branded snack foods. According to Nath, while the agency will be involved with communicating on the various restaurants that the Group currently holds and will add on in the future, its main responsibility lies in promoting the packaged snack foods interest of the company.
"For too long the market of savories and ‘mithais’ have been dominated by a few and its time to shake things up and offer a wider choice to consumers,” said Nath. The market is currently dominated by the likes of Haldirams and Frito Lays. While BJN’s packaged snacks would be first made available in Bangalore, it will, through a phased approach, expand to the South and is expected to eventually go national.
Though refusing to divulge the exact size of the account, Nath said that it holds the potential to grow substantially in the coming days.