Hakuhodo Percept has bagged the creative and media duties of Style Spa furniture (formerly Gautier) in a multi-agency pitch. The account was earlier with RK Swamy BBDO. The other agencies, which were shortlisted in the pitch, were O&M and FCB-Ulka. The account size is pegged at Rs 6-7 crore.
The campaign is expected to break in a few weeks. It will reposition Style Spa as World Furniture and extend the brand’s identity beyond its former French origin when it was Gautier India. The campaign is also expected to re-establish its equity as the market leader and will portray the brand’s unique strengths.
Print will be the primary medium. Says, Debashis Bose, Chief Executive, Hakuhodo Percept, “We will work with Style Spa to enhance brand equity, through integrated marketing communications, not just advertising. This would enable Style Spa to multiply the touch points with prospects and customers. Hakuhodo has powerful proprietary tools like Brand Cycle Management (BCM), which we execute together with our sister companies in the Percept IMC group who have proven expertise in event management, PR, customer lifecycle management, web solutions that can result in greater brand synergies for Style Spa than what was possible earlier.”
Expressing happiness over the win, Devarajan Durai Babu, Branch Manager, Hakuhodo Percept, Chennai, adds: "It is a prestigious account win for us, as SSFL is one of the big accounts in the Chennai market. It is a leader in the category of RTA furniture and belongs to the KK Birla Group. We are particularly happy with this win because we outperformed other contenders in all aspects of the pitch such as strategy, creative and IMC capabilities".
What unique offering did you put forth to the client? Replies, Debashis Bose, “Essentially three factors where Hakuhodo Percept scored higher, were, the creative product, which made big impact and were different in category work, our application of Hakuhodo’s famous ‘sei-katsu-sha’ approach to strategic planning coupled with research conducted in major cities, which identified the Indian ‘world citizen’ and her aspirations that Style Spa could fulfill, through its range of lifestyle products. Further, our Integrated Marketing Communication (IMC) capabilities that combine brand management tools with resources and talent was also a significant factor in our favour.”
Hakuhodo Percept was started in January 2000 and has amassed a business worth approximately Rs 400 million in 2003, nationally, with its branch offices in New Delhi, Chennai, Bangalore and Mumbai. Hakuhodo Percept’s portfolio includes blue chip accounts like Citizen Watches, Ajinomoto, Suzuki, AstraZeneca and KG Denim.