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Rediffusion DYR Chennai bags Rs 5-cr business of Fresh and Honest Cafe

02-June-2005
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Rediffusion DYR Chennai bags Rs 5-cr business of Fresh and Honest Cafe

Rediffusion DYR Chennai is in the news again. It has bagged the advertising (creative and media), relationship marketing and PR business of Fresh and Honest Café Limited, a part of the Sterling Group. The business is estimated to be in the region of Rs 5 crore.

Besides Rediffusion DYR, those who were in the running for the business include, Brand Portrait, Contract, Euro RSCG, Fountain Head, and Rubecon.

Speaking to exchange4media, a senior official from Fresh and Honest said, “We found the strategy and creative approach to be suited to handle our business. We felt that their experience with successful brands in the CRM area as well as in handling FMCG brands will help us in both our businesses - the vending machines and the coffee powder venture. As far as we are concerned, it is one unit we are dealing with offering a complete solution, and we also expect synergies across the two business lines from the unit.”

Ramesh Srivats, VP - South, Rediffusion DYR, said, “We are very excited about this win. Especially because it underlines the seamless integration that our agency offers. F&H has bought into the complete offering of the RDYR group. I think the key differentiator was our understanding of challenger brands and the work we presented which broke category conventions creatively as well as strategically."

The company, which has been in the coffee vending machines business for the last ten years, claims to be a market leader in freshly brewed coffee from automatic vending machines. With over 2,000 vending machines across the country, its current revenues are in the region of Rs 60 crore. It is hoping to double this in the current financial year.

Sonny Deenadayalan, Vice-President, Wunderman, and Branch Manager, Rediffusion, Chennai, said, “This is a business won on our integrated communication approach. We demonstrated how we could take one idea and communicate it across relationship marketing, brand management, retail marketing and PR.” Wunderman Chennai currently handles Citibank, Ford and the British Council.

Said Gopal S Krishnan, Branch Director, Rediffusion DYR, Chennai, for whom this was the second win in the month following the Nutrine Éclairs account, “There were some disruptive, out-of-the-box ideas for filter coffee, along with the 360-degree perspective to both vending machines as well as the consumer filter coffee segment which helped us win the account.”

Prior to the present development, the group admitted that no conscious attempt had been made at strategic brand building, and that the advertising had been need-based.

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