Close on the heels of winning the Andhra Pradesh Paper Mills account in a pitch against Mudra, Maitri Advertising Works has won the media and creative duties for two new accounts. Both the accounts are part of the Paul John Enterprise, which owns the Kumarakom Lake Resort, Bloomingdale Hotels, Original Choice Foods and John Distilleries.
The first account is a new all-suite hotel under Bloomingdale Hotels in Bangalore. The other agencies that had pitched for this account included Beehive, TCG and Stark Communication. Maitri has also won the Original Choice Evening Snacks account for which agencies like Beehive, TCG, Jelitta, Shresta and FCB Ulka were in the fray.
Asa Abraham, Manager, PR and Communications, Kumarakom Lake Resort, said, “Maitri was the only agency that had done its homework really well by studying the field and the market. They followed the brief and gave us exactly what we were looking for.”
The new hotel in Bangalore is expected to start in early 2007. The size of this account could not be ascertained as the budget is yet to be finalised. The communication medium to be used for this account will include print, Internet and outdoor advertising.
Meanwhile, Malayalam superstar Mohanlal will endorse Original Choice Evening Snacks for which a TVC has been shot at the Kumarakom Lake Resort. The TVC will be break in August.
Sridhar Pongur, VP, Sales and Marketing, Original Choice Foods, said, “We chose Maitri because it has a very strong hold in Kerela, where we want to launch our products. Maitri has previously worked with Mohanlal for BPL and Mohanlal Taste Buds. These factors made co-ordination very easy and Maitri fitted the bill in every way.”
Besides print, TVCs and outdoor advertising, Original Choice snacks will also be promoted through BTL activities. The food brand will first advertise banana chips, which are more popular in Kerela, following which it will also advertise other products under Original Choice Evening Snacks.
Commenting on the account wins, Raju Menon, Director-Operations, Maitri Advertising Works, said, “We are happy to bag both these accounts, which are well-known and respected brands. Kumarakom Lake Resort is one of the best-known resorts in India and this new hotel in Bangalore is an opportunity for Maitri to enter the Bangalore market. We also have a rich experience in resort advertising because of our clients in Maldives.”
Menon further said, “Original Choice foods favoured us as they wanted to launch in Kerela, where we have a strong presence for the last 10 years.”
The new hotel would also look at advertising in news channels in particular because it was strategically located near the airport and IT enterprises, which was an added advantage for the business fraternity, Menon added.