Close on the heels of winning the Royal Challenge Golf Accessories account, SSC&B Lintas Bangalore has added Antiquity Cassettes and CDs to its USL (United Spirits Ltd) portfolio. The business is pegged at Rs 5 crore. The incumbent agency is Ambience.
With this win, SSC&B Lintas gets in the position of handling large USL brands in three major segments – Popular (Gilbey’s Green Label Pure Aqua), Premium (Royal Challenge), and Super Premium (Antiquity).
Commenting on the account win, G S Shridhar, Branch Head and Creative Director, SSC&B Lintas Bangalore, said, “We are honoured that USL has entrusted us with the communication responsibilities for such an important brand. It is a reflection of our creative abilities, strategic focus and our sense of ownership. As with every other USL brand we handle, Antiquity comes with its own challenges and unique learning opportunities.”
The mandate for SSC&B Lintas is to build the Antiquity brand, which over the years, has acquired a certain mystique because of its discreet presence, refined image and powerful word of mouth publicity from a growing base of loyal consumers.
The launch of Antiquity Blue earlier this year, at a price point higher than Antiquity Rare, further strengthened the brand’s franchise by garnering unprecedented trials and retention. As a brand, Antiquity will ride on the growing number of affluent consumers seeking suitable expressions for their higher status.
Marketing activities for Antiquity would be centered around a thematic campaign and would entail various events and associations that are firmly anchored in the lifestyles and interests of the target consumer.