The year has begun well for Saatchi & Saatchi with the agency adding four new significant businesses in the last two months. The new accounts are Reliance Polyester and Polymer, Kenstar Television, Pentair Water India and AOL (America Online). The cumulative account size is conservatively estimated to be Rs 15 crore.
V Shantakumar, Managing Director, Saatchi & Saatchi, said, “All these accounts have been won in a multi-agency pitch process and we are very thrilled. With these new businesses there are many challenges as all of these are different with different target audiences and varied scale. It should be great fun.”
Shantakumar refused to divulge details of the account size citing corporate policy, but clarified that the accounts constituted “sizeable business” as they were important brands. “Kenstar is a big player and so is Reliance Polymer, Pentair is a multinational, while AOL is a leading Internet service. These all are pretty significant and sizeable businesses,” added Shantakumar.
While Saatchi & Saatchi Mumbai has bagged the Reliance Polymer and Polyesters and Kenstar TV accounts, Saatchi & Saatchi Delhi has bagged the Pentair account and Bangalore branch has won AOL. The Kenstar account moves to Saatchi & Saatchi from Quadrant, while Pentair moves from JWT. Mudra Communications had serviced the Reliance portfolio for a brief period.
The agency’s prime responsibility for Mukesh Ambani-owned Reliance Polyesters and Polymers will be to devise an entire corporate campaign around polyesters and polymers, in addition to all its vertical brands.
Pentair Water India, which has primarily been perceived as an industrial water treatment company, recently forayed into residential drinking water purification systems based on the reverse osmosis process. The communication strategy will involve highlighting this factor.