Following a multi agency pitch, Shriram Insight has appointed Response Kolkata to handle its creative duties, while The Media Edge Kolkata has been assigned the media duties. The other Kolkata-based agencies in the fray were RK Swamy BBDO, Grey Worldwide and BEI Confluence. Part of the Shriram Group, Shriram Insight has its corporate office in Kolkata since 1999 and has significant presence in insurance consultancy, consumer durable finance, and stock broking business.
A K Singh, MD and CEO, Shriram Insight, said, “We decided to award the creative duties to Response particularly for the strategic understanding about the category and for the brand during the pitch process. They also offered interesting consumer insights about the category and we hope to take the brand further in the course of our association with them. The media business was given to TME, particularly for the insight that they brought to the table as far as the category media habits were concerned.”
Anupriya Acharya, President, TME, said, “The reason they chose us was for the category insight that we gave. It is a good client to have on board and this further strengthens our presence in the Kolkata market.”
This is the first time that Shriram Insight is getting into a serious brand building exercise. Commenting on the task at hand, Sidhartha Roy, Executive Director, Response India Pvt Ltd, said, “Our mandate is to make the brand a preferred investment channel at a grassroots level in urban, semi-urban and semi-rural markets. The media mix will have to be worked out, with certainly a lot of mass media to establish the brand.”