Triton Communications has bagged the Shalimar Paint creative and media account worth Rs 8 crore. The two-month-long multi-agency pitch saw agencies like Percept, Publicis India and Grey India competing for the business. The incumbent agency is Bates India.
Sandeep Sarda, COO, Shalimar Paints, said, “We were on the lookout for an agency to build our corporate brand image as well as to promote specific exterior products. Hence, we have awarded the account to Triton.”
Shalimar Paints is one the oldest brands in the Indian market and has a 5 per cent share in the domestic market. The company is expecting to increase its market share to around 8 per cent with enhanced decibel levels through fresh communication.
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.
However, communication-wise, the company has some miles to go. Shalimar Paints has maintained a low-key profile and the task before Triton clearly is to get the Shalimar name back in the reckoning and not promote any particular brand.
“Shalimar Paints was looking for an agency which understands their business and the category. We on our part tried to present strategies and provide a win-win situation for the two of us and after labourious three rounds of presentation we are glad to be handling this account. Paints is a happening and lifestyle category and we expect it to grow,” expressed Jayesh Ravindranath, executive director, Triton.
In 2004, Asian Paints had 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, while Shalimar Paints had a mere 5 per cent.