As reported by The Economic Times on August 26, 2005, Triton has been chosen to handle the creative duties of the Sanyo BPL JV. And as reported by exchange4media earlier, the other three agencies shortlisted for the final creative presentations were Dentsu Communications, Enterprise Nexus and Orchard Advertising. The size of the account is estimated to be in the region of Rs 18 crore to Rs 20 crore.
Clutter-breaking creative and category understanding are the reasons cited by Sanyo BPL India Pvt Ltd for their choice of creative agency.
Speaking to exchange4media, a Sanyo BPL spokesperson said, “We chose Triton because they came up with very strong and hardworking creative. It is a very competitive category, and to be able to develop something which would still come across as refreshing and different was a plus point. That added to the fact that they had a fair amount of category experience and knew the category.”
On the choice of media agency, he added, “A decision on the media agency should take a couple of weeks.”
Ganesh Kamath, Vice-President, Triton Communications, Bangalore, said, “The team which worked on the pitch has a lot of experience in the category. It also helped that there was a very clear brief from the client. We didn’t present too many options and the client appreciated the clear and distinct routes we suggested for Sanyo and BPL.”
Ali Merchant, Managing Director, Triton Communications, and Renton D’Souza National Creative Director, are expected to be involved in the account, which will be serviced from Bangalore.
The agency said that it would scale up operations and with the rollout of the brand, and it is learnt that a few additional hands with category experience may be relocated to Bangalore. In all, eight agencies were in the fray for the creative business.