Media Direction, the specialist media services group of RK Swamy BBDO, has been appointed as the media AoR for Godfrey Phillips India (GPI). The size of the business is estimated to be in the region of Rs 10 crore. The incumbent is The Media Edge (TME). There was no formal pitch for the business. Everest Brand Solutions handles the creative duties for GPI.
Confirming the development, Nita Kapoor, Executive VP, Marketing and Corporate Affairs, GPI, said, “We liked the strategic approach of Media Direction. They proactively approached us with a value proposition, which was in line with our strategic thinking of taking forward Godfrey Phillips Bravery. I am confident they will play a critical role in the overall process of our brand development, in addition to their specific media deliverables.”
S Yesudas, COO, Media Direction, said, “We feel privileged to be partnering Godfrey Phillips India. Working on CSR initiatives is a whole new aspect altogether. It has to be looked at in a completely different manner compared to the conventional media approach.”
He added, “The business will be serviced out of our Delhi office. I have no doubt we will deliver more than what we promised to Godfrey Phillips India with Media Direction’s focus on ROI compounded by the fact that the business will be led by a passionate leader, Shan, who leads Media Direction North along with the support of a terrific team.”
GPI runs a very successful social programme called Godfrey Phillips Bravery. The initiative has been in existence since the 90s, and since then has awarded over 1,000 people for their selfless acts of bravery and courage. GPI has recently embarked upon an initiative to make the youth of the country aware and live with the ethos of ‘bravery’. This is precisely why youth icon Preity Zinta has been chosen as the brand ambassador.
Among Media Direction’s other clients are Visa, Birla SunLife, Mercedes Benz, BNSL, Effem India, RICOH, Raymond, Sara Lee, Ministry of Tourism, Faber Castell, State Bank of India Group and Hawkins.