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Perspectrum bags the account of perfume maker Ajmal Group

29-August-2007
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Perspectrum bags the account of perfume maker Ajmal Group

Perspectrum Consultancy, the integrated marketing communications arm of Percept Holdings, has bagged the account of Dubai-based perfume manufacturer Ajmal Group. The Group plans to launch its French line of perfumes in India in Mumbai and Delhi by November this year. Perspectrum won the account in a competitive pitch. The account size is currently pegged at Rs 4 crore.

Abdulla Ajmal, DGM, Ajmal Group said, “Perspectrum has scored high on the innovative ideas in our final review and this would be a key area to work on even in the future.”

According to Debashis Das, CEO, Perspectrum, “This win is very special for Perspectrum. It was a tough and a very competitive pitch. What got us through was our understanding of a very challenging category and our capabilities in generating innovative ideas that were both unique and relevant and highly sustainable in the long run.”

Evarist Rego, Vice-President, Perspectrum, said, “Though Ajmal manufactures both Oriental and French perfumes worldwide, our research in India stated that brand Ajmal was more known for its Oriental perfumes. Therefore, our task was twofold -- to present a strategic recommendation that showcased Ajmal as world’s most admired and used French perfumes, and use our proprietary tools, ‘identity’ and ‘gene’ to understand our core target group and give lead insights about the TG. The result was clear -- Perspectrum bagged the account of Ajmal, winning by more than 10 points from our nearest competitor in the pitch.”

The Ajmal Group is planning to launch seven brands in India by November 2007 with a sales target of 100,000 units in its first year of operations. Unlike its international operations of selling the brands through self-owned outlets, Ajmal will sell the brands through departmental stores in India. The Group also plans to sell deodorants in India in the near future.

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