Kolkata-based investment group Peerless General Finance has launched a multi-media campaign on Tuesday with a Peerless ‘Smart Shrimati’ as the protagonist, as a follow-up to their ‘Smart Solutions’ campaign done last year that accompanied the change in the group’s corporate identity.
The new campaign also marked the entry of a new agency – Rediffusion DYR Kolkata. Apparently Rediffusion won this creative assignment for Peerless sometime back in a protracted multi-agency pitch that featured several leading agencies like Bates, Lowe and, of course, the incumbent JWT. As per sources in Peerless, the creative duties would be shared between the two – JWT and Rediffusion Kolkata.
However, the media responsibilities for this fairly big-budget campaign, is being handled by Rediffusion’s media arm, The Media Edge, said Amitava Sinha, VP, Rediffusion DYR Kolkata.
Reluctant to share the budget for the campaign, KD Roy, Chief Manager-Public Relations, Peerless, confirmed that the business was assigned to Rediffusion on the merit of their presentation and understanding of the category. Informed sources, however, pegged the business to be in the region of Rs 5 to 6 crore.
With Peerless being one of the top money spenders in the estimated Rs 130-crore advertising market in Kolkata, Sinha observed the success as a significant win for Rediffusion Kolkata. “This campaign is really the icing on what has been a terrific year for us in terms of new businesses,” he said.
Among the major accounts that the agency has driven home this year, there is retail jewellery major PC Chandra Group, Metro Dairy (milk and ice creams), Bengal Peerless (a joint sector real estate venture of the Peerless Group and the Government of West Bengal) and Cement Manufacturing Company, a foray into cement by the Century Plyboards Group.