Orchard adds Rs 5-7 crore more to kitty with InterJewel creative duties

Orchard adds Rs 5-7 crore more to kitty with InterJewel creative duties

Author | Noor Fathima Warsia | Monday, Nov 01,2004 8:27 AM

Orchard adds Rs 5-7 crore more to kitty with InterJewel creative duties

Orchard Mumbai has quite a lot to talk about, especially considering the last couple of months. The agency has won the creative business of InterJewel Diamonds. Prior to this, it has signed up for the business of Monsanto and HP Foods. While the account sizes of the latter are not ascertained, InterJewel is in the region of Rs 5–7 crore.

The InterJewel win comes in the wake of a multi-agency pitch. Sources inform that there were around five agencies vying for the account. The final decision was taken last week. InterJewel is a strong jewellery manufacturing and exporting company. The company is now planning to make a presence in the Indian branded jewellery market. Orchard will help the company in its communication to connect with the Indian consumer.

Monsanto, a provider of agricultural products and solutions, intends to strengthen its place in the market and consequently signed on Orchard to help it do that. For this account, the agency is following a fee-based structure. HP Foods too is an international brand, which is looking at launching a range for Indians in UK and other markets.

What do these business accumulations mean to Orchard? “We already have clients from the FMCG and food sectors in our current portfolio,” responds Kaushik Mitra, Brand Partner, Orchard, “With these wins, we now have a lifestyle and an agro client as well. This gives us a diversified set to work on and as an agency, that is a positive characteristic in itself.”

Sharing more on what he thinks has worked in his favour, Mitra expresses “It is the kind of work we have been doing on our clients. HP was awarded to us because of the work we did for another client called American Dry Fruits. We are absolutely excited with these wins and we are looking forward to do some very good work with them.”

Needless to say that with the kind of business movements that are currently taking place, there is quite a lot happening at various levels in the Indian industry.

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