PerceptH has won the advertising duties for Springwel Mattress. The annual advertising budget is expected to be in the range of Rs 8-10 crore. Springwel is also the sole marketers for US-based luxury brand of mattresses, Tempur. The marketing and communication for Tempur will be niche, specialised and targeted at the top end customers.
The Springwel brand is now expanding and enlarging its retail network by moving into Tier II cities and also creating exclusive retail outlets under the brand name ‘Springwel Planet Bliss’.
Commenting on the win, Amitava Mitra, Senior VP, PerceptH Delhi, said, “It’s truly an exciting account to win. The client has tremendous expectations from us and this puts an added responsibility on us to deliver great strategic and creative solutions and out-of-the-box ideas. The challenge is to produce advertising that is stunning, talked about, and works hard for the brand. It will truly be a challenge for our creative teams.”
On selecting PerceptH as their advertising agency, Harinder Singh, Director, Springwel, said, “Keeping in mind our growth and expansion plans, we wanted an agency that had a national presence and the competence to provide communication solutions across all mediums. We were looking for an agency that would help take the brand to the next level, and PerceptH fulfilled all the criteria.”
Meanwhile, following a six-month long exhaustive review of the creative, strategy and proactive approach, telecom service provider MTNL has announced a retainer with PerceptH Mumbai as their strategic creative partner for the GSM category. Earlier this year, MTNL had called for a 12-agency pitch for the Rs 15 crore business.
Ajay Verma, Senior VP, PerceptH Mumbai, said, “We were excited to see the commitment on the client’s side. We will look to create a brand which will brim with vitality. The contract with PerceptH initially was for six months. It has been an exciting journey, and the team’s passion was evident. The client admired the partnership that the team displayed and we will look to continue this successful partnership in the coming year.”
The media duties are handled by Allied Media, Percept’s media agency.
All media, except TV, will be used since MTNL’s new campaign is restricted only to Mumbai.