Following a multi-agency pitch, Birla Tyres has finally decided on an agency to take care of its creative and media responsibilities. The corporate will partner Genesis Advertising Pvt Ltd, Kolkata. The account is pegged at Rs 4 crore.
The pitch was carried over a period of two months. It comprised three rounds and though the decision was taken in April, the official contract has just been signed. With this, Genesis is the official custodian of all Birla Tyres’ communication and promotional activities. On what worked in the agency’s favour, Ujjal Sinha, CEO, Genesis, remarked, “I believe it is our creative ideas and media strategies that agreed with the client. These are the areas we felt encouraged about with every passing round.”
As to what does this win signify for Genesis, he said, “It is a great feeling. The Kolkata advertising scene has altered in a manner where wins like these mean that as an agency, we are very good at what we are doing. We are handling accounts like Birla Cement, Tata Steel Corporate and other such prestigious names which speak volumes of the quality of stuff that we are doing and I must say, we are happy doing it.” Sinha informed that the work on the account has already begun full swing and will be released in media in a month’s time.
Birla Tyres entered the Indian tyre market in 1991. The manufacturing facilities are located at Balasore in Orissa. The initial capacity of 1 million tyres per annum has since been enhanced to 1.5 million tyres per annum. Some of the new products that the corporate has added are steel-belted car and LCV radials, using state-of-the-art machines with the technology from Pirelli of Italy.