Rupa, the Kolkata-based inner-wear company, has recently changed their agency alignments. While earlier their entire portfolio was with Bates 141, the creative duties for their brands will now be divided between JWT and Rediffusion Kolkata. This follows a multi-agency pitch involving several major national agencies.
Confirming the development, Raji Ramaswamy, Senior Vice-President and General Manager, JWT Kolkata, said, “We are very excited about getting this business back with us again. We have the expertise in identifying business, building ideas and providing marketing inputs to clients to help strengthen their position in the market. This is actually one of our key strengths and we are looking to add value to Rupa’s business. Apart from this, JWT has an innovative approach to building brands and we believe that the quality of our creative ideas will make consumers spend more time on our clients’ brands.”
Amitava Sinha, Executive Vice-President, Rediffusion DY&R, Kolkata, said, “We look forward to the opportunity to work with Rupa, by all accounts one of the larger national advertisers based in Kolkata. Obviously our focus will be on creating advertising that is differentiated and clutter breaking, in a category that is full of similar appeals and imagery. It would be also interesting to work on males as a consumer constituency.”
While no one was forthcoming on the size of the account, Rupa has been a huge spender on television and their portfolio includes brands like Frontline, Macroman, Euro and Bumchums to name a few.