Orient Tiles has awarded its branding and communication portfolio to Grey Worldwide. Grey would be handling the creative and strategy for the company’s corporate branding as well as its creative for Orient Tiles brands. Public relations activity for Orient Tiles would be handled by GCI, the PR division of Grey.
The company has decided to have a fresh look at its branding and communication strategy to gain a competitive edge in the market today. Orient Tiles had conducted a pan-India research to understand the consumer behaviour and communication perspective in the ceramics market. The target group for the research included those who had recently bought/renovated their house, architects, builders and institutional buyers.
Madhur Daga, Executive Director, Orient Ceramics, said, “We saw a great team effort from Grey, including the involvement of their seniormost people. Their creative approach and international outlook was very much in line with ours and, therefore, we had no hesitation in awarding Grey the business.”
Reacting to the win, Nirvik Singh, Chairman, South Asia, Grey Global Group, said, “I’m delighted that Orient Tiles chose to consolidate their entire portfolio with us. We are extremely excited to be part of Orient’s new marketing initiatives.”