Collage Consulting, the newly-formed branding, design and creative services division of RK Swamy BBDO, has won the positioning, retail identity, packaging and mass media project for Ishtaa – branded Cubic Zirconium (CZ) jewellery.
The creative duties were awarded to Collage after a multi-agency pitch. Said Udai Goyal, COO, Ishtaa Gold Jewellery Pvt Ltd, "Collage won the business based on their sound strategic approach and obvious creative flair."
Ishtaa is the product of a joint venture between Coimbatore-based Emerald Jewel Industry Pvt Ltd, the country's largest manufacturers of CZ jewellery, and Mumbai-based Clarity Gold Pvt Ltd, manufacturers and wholesalers of jewellery, precious stones and investment products.
Speaking on the account win, Pankaj Mridul, Executive VP & Creative Director, Collage, said that the project fit in perfectly with Collage's area of focus – the creation of robust new brands using design as a strategic weapon. He, however, refused to divulge the account size.
"At Collage, we are specially geared to deliver the full set of creative services that new brands require – branding, retail and packaging design, mass media creative… Ishtaa poses an interesting challenge. Given the product quality and the reputation of the promoters, we are confident of a substantive impact in the marketplace in the months to come."
Mridul added that Ishtaa would be launched in the first quarter of 2006. Speaking on the creation of Collage, he said, "The division was set up about two months back. The idea behind its creation was that it had been found there were areas within the general arena that clients required, but possibly not fully serviced, such as package design, retail identity, even branding. Often larger agencies don't pay much attention to these areas. This where Collage steps in."
Collage currently has two offices in Mumbai and Delhi and has a small team. "It is not a volume game, but more on quality," insisted Mridul, an advertising veteran of 20 years.
Our typical marketing budget is usually 10 per cent of the topline spend