Sapat Parivar has assigned its creative duties to Quadrant following a multi-agency pitch held in December 2006 and January 2007. The account size is pegged in the region of Rs 7-10 crore. The incumbent agency is Saints & Warriors. The agencies involved in the pitch included Madison Creative, Q:uadrant and the incumbent Saints & Warriors. The media agency for the brand is Lodestar Universal. Balasubramanian said that there was no pitch on the cards on this front.
The account will include the entire Sapat brand portfolio, including Chai Time, Parivar Family Blend and Sahyadri. The company is trying position the Parivar brand as a national brand in the coming months. In the process, the media spend is expected to increase to Rs 7-10 crore in 2007.
Speaking about the reasons for choosing Q:uadrant, G Balasubramanian, VP, Marketing, Sapat Parivar, said, “One of the reasons was that they fit the bill perfectly in terms of the expectations we had from our agency. Moreover, their execution was well thought through and that really tilted the decision in their favour.”
Rajan Narayan, General Manager, Q:uadrant, said, “It was exciting to work on winning this brand as it was a multi-agency pitch. We will have to position Parivar as a national brand, pitting it against huge competitors like Hindustan Levers. I think, the out of the box idea along with a non-traditional approach helped us in securing this win.”
Narayan further said that the agency was planning to come out with a TVC for the brand in the near future along with other promotions which had already started.