Following a multi-agency pitch, Vishaka Communications has bagged the creative duties for Gem, the white goods and electronics brand. It is learnt that around four agencies, including Vishaka, had made a pitch for the account. The size of the business could not be ascertained despite repeated attempts.
Gaurav Bhutani, Marketing Director, Gem, said, “Vishaka was given the business on the basis of its strategy and understanding of the target group.”
Vishaka is also believed to have displayed in-depth knowledge of consumer insights and consumption patterns in India.
“Gem was a powerful brand in the early ’80s, and is making a huge comeback this time not only with refrigerators but also with televisions, microwaves and washing machines. We had to devise creative strategies that would work across the platform in a powerful and unique manner,” said Abhimanyu Mishra, Chief Creative Officer, Vishaka Communications.
Bishakha Saha, Managing Director, Vishaka Communications, said, “This category has some of the biggest brands with the deepest pockets, with a very high share of voice. So we had to look at terrorist approaches to give the Gem brand a fighting chance in the segment — in fact, the ability to work out cost effective, out-of-the-box ideas is what gives Vishaka the edge when it comes to building hardcore Indian brands.”
The media mix is likely to include television, press, radio, outdoors and ambient media.