Innocean Worldwide, the in-house agency of Korea's Hyundai Motor Corporation, has recently bagged the creative duties of two new businesses – Tantra Designs Pvt. Ltd and Aurole Inspecs. According to industry sources, the cumulative size of the businesses is upwards of Rs 3 crore. The two new clients would be classified as mid-size emerging advertisers, and both already have their respective media agency arrangements.
Tantra Designs is a leading brand in ethnic wear. It has recently diversified into the real estate business and has launched a five-star villa resort in Goa called Devasthali. Innocean would create the entire communication for Devasthali. The project was launched on November 4 this year.
Innocean will also work on a campaign for signature line of ethnic wear from Ratna Jain, the designer behind the Tantra brand, apart from the forthcoming real estate projects. The campaign would focus on hi-fashion magazines and would kick off from the third week of January 2008. On the other hand, the campaign for Devasthali is already underway in leading business dailies along with outdoor and the web.
The agency had claimed that it would now target advertisers and clients across the spectrum. "The focus is on offering clients a high degree of creative and strategic support that creates brand momentum, by leveraging our planning tools and creative processes," said Vivek Srivastava, Joint MD, Innocean.
According to Manish Jain, MD, Tantra Designs, "Innocean offered us a world-class infrastructure and proven capability in its team to handle an emerging brands communication needs. Hence the choice was easy."
Aurole Inspecs, an eyewear manufacturer and marketer, is an Indo-British JV with Inspecs of the UK. The company is the exclusive licensee of well-known brands like Speedo, Fcuk, Austin Reed, Conran and Animal, covering both opticals and sunglasses. Besides, it is launching shortly a new brand 'Mayhem' and Innocean is busy giving shape to its launch strategy.
The campaign for Aureole Inspecs will be visible on fashion and general interest magazines in January 2008. "We are looking at the entire communication spectrum which includes ATL and BTL activities. The communication would be driven by print media, radio and activation strategies built around the respective brands' core," said B Sridhar, Director-Media Services, Innocean.
Srivastava added that there were no plans for any TVC for Aureole Inspecs at the moment.
"The people at Aureole Inspecs saw in us a knack for techno-fashion ideas and an ability to decipher the syntax of fashion in the youth. The company's brands have a good equity, and it would be our mandate to expand their outreach effectively," said Sujith Sudhakaran, Director-Brand Planning, Innocean.
The agency's ECD Shubha Menon was of the opinion that the agency was now geared to showcase the versatility of its creative resources, and that they were pitching rather actively. The agency's capitalised billings for the year ending December 2007 are projected to be upwards of Rs 150 crore.
Commenting on the business scenario, YK Choi, MD, Innocean, said, "We are pleased with the growth we have had and more importantly, the quality of talent we have got. The idea is to pitch for all quality businesses and to grow geographically in India at the right time, and that we will. Globally, Innocean has been expanding steadily and has added the US to its network with a full-fledged office in Los Angeles, while offices in Moscow and Istanbul are nearing readiness. We already handle the accounts of Fuji Xerox, Hyundai Cards and Sony Play Station in our Seoul office."
"Our forthcoming calendar for business looks quite hectic and combines organic growth and new clients too. We will leverage our strategic tool 'Insight Stimulator', which is unlike other tools that just work on the surface. Therein lies our difference and strength, as that's what will shape our creativity. Hopefully and surely clients will notice that," added Srivastava.