Chennai-based confectionery major Nutrine has chosen Rediffusion DYR and G3 Communications to handle the creative duties of two of its brands. The estimated spend of Rs10 crore on the two brands will be split equally, according to the company. Rediffusion will handle the 'Maha Lacto' brand, and G3 will be responsible for 'Eclairs'.
Speaking to exchange4media, B.L.Venkateshwar, Senior Vice-President, Sales & Marketing, Nutrine Confectionery, said, "We looked at the agencies' understanding of the industry, and their understanding of our target groups. We evaluated the creative and strategic routes presented and found that these two agencies were very clear in what we wanted."
For Rediffusion DYR, Chennai, this is the third account win in the last four months, after the Ascendas and VijayaShanti wins. On the win, Ramesh Srivats, Vice-President, Rediffusion DYR, South, said, "There were three things which we felt helped us win the account. As a company, we like to break the category and disrupt it. We suggested this and we think it helped. Secondly, the range of ideas we presented was representative of our 360-degree approach, and lastly, the effort was seamless with other offices chipping in. This was not just for the pitch but will also reflect in the way the account is handled."
To which Gopal S Krishnan, Branch Director, Rediffusion DYR, Chennai, added, "We had put in teams from across the country to work on the pitch. These included people with experience in either kids' impulse segments or the confectionery business. So our understanding of the category was very clear."
G3 Communications, which came into being in Chennai in May 2004, was equally elated with the business. The agency, which handles the 'Nyle' and 'Indica' brands from CavinKare at its Chennai office, believes that its understanding of the FMCG segment was one of the bigger points which helped in the win. Vijay Jacob, Branch Manager, G3 Communications, Chennai, said, "When we presented what we proposed for Eclairs, we think the planning scored in terms of strategy. This coupled with a clear-cut understanding of the category and 'nice' creative - not over the top - clinched it for us."
Interestingly, G3 Communications claims to have had just three pitches till date in Chennai, and has converted all three. The other brand it handles here is the retail Gold Jewellery brand Shree. As reported by exchange4media, the other agencies in the fray in the seven-way pitch were incumbent Mudra, Saatchi & Saatchi, RK Swamy/BBDO, Ambience Publicis, and TBWA India.