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Triton Communications bags AFL’s Rs 5-cr creative business

10-June-2005
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Triton Communications bags AFL’s Rs 5-cr creative business

Triton Communications has bagged the creative duties of AFL Private Limited, a leading provider of integrated Supply Chain Management (SCM) solutions in India. Triton won the account after a multi-agency pitch process over the past two months. The account size is pegged at Rs 5 crore.

The pitch call is the first step by the company in the direction of its brand image rehaul where Triton will be expected to design a new logo and facilitate the image change. The campaign is expected to hit the scene post-monsoon. The incumbent agency was Ambience, with whom AFL has worked for a long time.

Announcing this, Manoj Chandra, Head Market Development and Brand Communications, AFL, said, “Triton understood our brand philosophy and the business very well, hence we have awarded the account to them. Again at AFL, we have always focussed on keeping the AFL brand current and relevant to the changing needs of our customers. The logistics and express market is moving from a generic commodity to a focused differentiated brand space. With Triton on board AFL is going to be the key brand in this new environment.”

Jayesh Ravindranath, Executive Director, Mumbai, Triton, said, “AFL is the leading brand in this market and the real task is to build on its strengths and create differentiation in a category which is by and large commoditised. Since most of the advertising in this category is uninspiring, we need to redefine standards by connecting with people and changing the way they relate to logistics and express services. Therefore, the focus will be on building a new relationship with the customers.”

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