Vyas Gianetti Creative (VGC) has been assigned the creative mandate for I gen, a cigarette brand marketed by Godfrey Philips. The account size has been pegged at Rs 2 crore.
Aditya Gooptu, General Manager-Marketing, Godfrey Philips, said, “This is the first time we have selected an advertising agency for the cigarette brand. We selected VGC because we wanted a fresh perspective from an agency. Though no formal multi-agency pitch was called for, we had shortlisted some agencies.”
“VGC will be doing point-of-sale communication and will be targeting consumer-related activities,” Gooptu added.
Commenting on the account win, Anjan Roy, Vice-president, VGC, said, “It’s a reward to be associated with a respected and professional corporate like Godfrey Philips. Over time the challenge would be for VGC to demonstrate outstanding ideas for the I gen marquee with consistency.”
Roy further said, “We are going to do development work for the brand. There won’t be any mass media communication since the law bans advertising for tobacco brands. We will be undertaking events, promotions and merchandising initiatives for the brand, besides focusing on below the line activities.”
Priced at Rs 70 for a 20s pack, I gen is positioned in the premium category, competing with brands such as Marlboro, Benson & Hedges and 555, which sell in the price range of Rs 70 to Rs 80.