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Q:uadrant adds Rs 40 crores business with Voltas corporate communications

16-February-2004
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Q:uadrant adds Rs 40 crores business with Voltas corporate communications

For Q:uadrant Communications, 2003 ended well and 2004 has begun fine too. Bagging the Voltas corporate communication account, the agency has added business worth Rs 40 crore to its client portfolio. Noshir Desai, President, Q:uadrant Communications expresses, “Voltas has completed 50 years and on occasion of this golden jubilee, its corporate communication is an important responsibility. We are glad that they chose us to take care of it.”

Prior to the Voltas win, Q:uadrant has bagged the creative responsibilities of Surya Golds and Videocon Alcatel. Speaking on his latest win, he says, “Voltas is a special win as the company has many activities planned for its golden jubilee. Plus this was a multi agency pitch. There were four agencies involved and the company chose us.”

On what he thinks worked in his favour, states Desai, “Our mission statement is creative consistency. We are not jut an ad agency, we provide creative solutions to the clients’ problems. Our objective is to translate equity into wealth. I think that is what worked in our favour not just for Voltas but also Surya and Videocon Alcatel.”

The ads of Surya’s brand Agni have already been released. Desai says, “The print ads in magazines have appeared. But work is still on. So you will see new creatives in a couple of months. As yet the campaign was limited to print but now they will expand it to outdoor as well.”

In the case of Videocon Alcatel as well, the print ads have been released. Speaking on why the employment of just one focus medium for both these brands, Desai explains, “I always advise my clients to select a medium of priority and focus on it. The logic is simple. If you are an HLL and you have that kind of a budget, then it is ok. But not everyone can afford multi media campaigns. That is where a new age ad agency plays a role. Make small budgets look big with smart creatives.”

Desai is satisfied with his agency’s work on accounts like Sansui and Kotak Mahindra Primus. Says he, “The measurement of ad efficiency is in sales. In the case of Sansui, ORG research shows that from a No 7 position in its category, Sansui is fighting with No.3 and No.4 now. The company also gives us credit for the role we played in helping it achieve that. And we plan to draw similar results for our other clients as well.”

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