MAA Bozell, Cochin, has recently bagged the creative and media duties for three accounts. These are Coconut Development Board, a commodity board promoting coconut cultivation, usage and consumption; real estate developers Anzera Properties, which is building apartments, villas and a commercial complex in Cochin; Ortho-Care Products, a part of Parathuvayalil Group, which is into ayurvedic treatment, manufacturing, and marketing of ayurvedic OTC products and orthopedic appliances. The cumulative size of the business is in the region of Rs 8 crore.
Ravindranath, Director, MAA Communications Bozell, said, “It was the distinctive strategy and creative solutions proposed to the client that helped us win these accounts.”
The agency had won these accounts amid tough competition, said Jacob Thomas, Head of the agency’s Kerala Operations. “The performance review of all the agencies in the panel was instrumental in getting us these accounts,” he added.
The Coconut Development Board had called for a pitch in December 2006 with the brief on how to increase the usage and consumption of coconut and coconut value added products. It is learnt that 14 agencies were vying for the account and finally five agencies were empanelled. The empanelled agencies are Stark Communications, Magnum, Madras Advertising and Jelitta Publicity apart from MAA Bozell. MAA Bozell and Madras Advertising were able to retain the business as they were handling it earlier too with FCB Ulka, which is an incumbent.
For both Anzera Properties and Ortho-Care, the pitch was for a marketing communication specialist who could offer 360-degree communications solutions. Since the brands were new, the brief given to the agency was to create rapid awareness and position its various brands in the case of Anzera Properties and to launch and create brand pull for the elastic abdominal binder in the case of Ortho-Care.
Regarding the media mix, Ravindranath said, “A decision is still to be taken on the media mix, but we are in the process of finalising the same for Anzera Properties and Ortho-Care, while we will be providing media neutral solutions to the Coconut Development Board.”