The Shalimar Paints account is up for a pitch. The size of the account is Rs.12-15 crore. Grey India, Percept, Publicis India and Triton are the agencies in the reckoning. It is a consolidated account which includes both creative and media duties.
Sandeep Sarda, COO, Shalimar Paints, said, "The pitch process has nearly culminated, and a decision would be taken in a couple of days. We are on the lookout for an agency which would facilitate our brand-building needs suitably enough, and help us achieve our market objectives."
Shalimar Paints is currently being handled by Bates India. This company is one of the oldest in the Indian market and has a 4.5 per cent share of the domestic market. This is expected to go up to 7-8 per cent with enhanced decibels.
The company's strength lies in the manufacturing and distribution of paints, enamels and varnishes. The company was in the news for acquiring a paint manufacturing plant at Sikandrabad, Uttar Pradesh. The plant has a manufacturing capacity of 400 kl per month.
However communication-wise, the company has some miles to go. Shalimar Paints has been out of the media for some years now. The task before the new agency would be to get the Shalimar name back in the reckoning and not promote any particular brand.
In 2004, Asian Paints garnered a 47 per cent share in TV ad spends of paint companies, Goodlass Nerolac came second with 26 per cent, Berger Paints with 11 per cent, ICI India with 8 per cent and Shalimar Paints with 5 per cent.