Maitri has won the creative and media duties of Regency Ceramics. Some of the other agencies, which participated in the multi-agency pitch, are Mindset from Hyderabad, Lowe and O&M. The account is estimated to be worth a few crores.
Expressing happiness over the win, Sajan Abraham, MD, Maitri Advertising Works, said: "The account promises to be a visible one, particularly considering the facts that Regency has been away from the media for some time and is now doubling their production capacity."
The communication will use national media, magazines (general interest as well as interior) while outdoors will be the focus areas. The campaign, which is expected to adopt a fresh look at the communications, will be launched in the middle or end of April.
Regency Ceramics - the Hyderabad-based ceramic tiles manufacturing firm has recently revamped its production capacity spending about Rs 75 crore for the project. The company is targeting a turnover of Rs 400 crores by the end of the financial year 2004-05.
One of Maitri's bigger acquisitions, last year, was GM Pens (Reynolds). Maitri has also added OKJ (Original Kerala Jewellers) to its portfolio.