JWT Chennai has won the Parry’s Sugar Account in a multi-agency pitch. The agency is expected to have won the account on the basis of a sound strategic presentation and a comprehensive creative package that included branding, packaging, and a multi-media campaign.
JWT claims that winning the Parry's Sugar account is a reaffirmation of their record of competence in handling various brands from the Murugappa portfolio, which includes their financial services arm, Cholamandalam Investment and Finance Company Limited.
"The task here is to make a brand out of a commodity that people are not particularly involved with," says Anita Gupta, General Manager, JWT Chennai. "Our challenge was to make our customer see value in Parry's Sugar over the current unbranded pack he/she unthinkingly picks up at supermarkets," she adds.
Says Mythili Chandrasekhar, Planning Director, JWT: "We not only explored different creative routes for the pitch, we also conducted an insightful focus group research to see which came out strongest, before making our recommendations." She adds: "We backed this with a detailed media-roll-out plan."
JWT Chennai celebrates this win along with two other recent triumphs namely Pinnacle Info – a group offering high-end solutions with a special focus on capital markets, and Vivekananda Institute – recently acquired after a multi-agency pitch involving O&M, McCann, GreyWorldwide, and FCB Ulka.
JWT is one of India's largest advertising and marketing communications company with interests in advertising, public relations, direct marketing, design and social and rural communications. It operates through offices in six cities and works with several blue-chip Indian and multinational companies including Diamond Trading Co, Ford India, Frito Lay, Glaxo SmithKline, Godrej, Hero Honda, Hero Cycles, Hindustan Lever, ITC, Kelloggs, Nestle, Pepsi, Philips, Reckitt Benckiser, Standard Chartered Bank and UB Group.