McCann has bagged the creative business of Gems and Jewellery Export Promotion Council after a multi-agency pitch which featured the likes of Leo Burnett, Madison, Rediffusion, Mudra, Pressman and incumbent Triton. The brief to the agencies revolved around displaying the strengths of the gems and jewellery industry in India and shifting the focus from diamonds to other precious stones. The first round of presentations took place around a month back, after which three agencies were shortlisted, namely Triton, McCann and Mudra.
Sanjay Kothari, Convener, exhibition committee of the Gem & Jewellery Export Promotion Council (GJEPC) said, “It was a tough call, because we had some very reputed agencies vying for the business, and they all had some very interesting ideas and inputs to share with us. The brief was to enumerate in the best possible way, the strengths of the Indian gems and jewellery industry, and to take the focus away from diamonds to other precious stones as well. We believe that we have already created a niche for ourselves as far as diamonds are concerned, and we need to now concentrate on other aspects of the jewellery trade.”
On the reason for selecting McCann, Kothari said, “We picked McCann on account of its astute comprehension of us as a brand, and the amount of knowledge it had about the industry. Evidently, McCann had done its homework well, and they had a firm vision of the kind of creative matter that we were looking for. Besides, this agency has earned quite a lot of credibility for itself in the Indian market, so it was a natural choice.”
Triton has lost the account after servicing it for more than seven years.
GJEPC functions mainly in the B2B segment, and advertises in select trade journals and magazines. In addition, it takes initiatives like organizing jewellery exhibitions and hosting annual awards for achievers. In recent times GJEPC has set up institutes in important manufacturing centres of the country for product development. GJEPC has also been tapping new markets lately. The first attempt has been a foray into the Latin American market in line.
McCann is upbeat with the win. Says Govind Pandey, Vice-president & general manager, McCann-Erickson India, “We are extremely pleased with the win, and we will do full justice to the job. The task before us (at the pitch stage) was to brainstorm innovative ideas towards promoting Indian jewellery abroad, and to market India as a destination for outsourcing jewellery making capabilities.”
The team for the pitch included Business Director Vishal Mehta, Senior Creative Director Ramanuj Shastri and Strategic Planning Director Abu Mallick. “I would rate our sharp communication strategy and great creative output behind this win,” said Pandey.