Chennai-based ad agency Maitri has won the creative and media duties for the initiatives to be launched by the Andhra Pradesh Paper Mills Ltd (APPM), in the process beating Mudra, which was also involved in the pitch process. The size of the account is estimated to be Rs 3 crore.
George Thomas, Senior VP Marketing, APPM, said, “Maitri earlier used to handle APPM’s marketing initiatives. We decided to then look for a dedicated ad and media agency. Mudra, too, has been associated with APPM and we had a pitch after which we decided to give the account to Maitri.”
Thomas further said, “We will first produce an ad film. Maitri is in the process of short-listing production houses to execute our ad film. We also plan to advertise through print, but this will be done at a later stage.”
Maitri has been associated with APPM, one of the largest integrated pulp and paper manufacturing plant in the country, for some time now. Some of the work done by Maitri for APPM have received accolades at various forums – the stall designed by Maitri for the PAPEREX exhibition concluded in Delhi in December 2005 secured the first prize, the stall designed for the previous PAPEREX, too, was awarded a Special Prize, the campaign for acid free copier papers launched by APPM won an award at the Ad Club Awards, Chennai.
APPM has always been at the forefront of activities to ensure a clean, green environment. Some highlights of APPM’s eco-friendly approach on farm forestry include the mill’s current plantation area for generation of hardwood being 9,500 hectares, which is almost three times the required area; plans to cover 15,000 hectares in the next three years; 66 million seedlings distributed in 2005; at least two to three trees standing for every tree felled; and promoting clonal seedlings to double yield.
Maitri, which has offices in Chennai, Kochi and Coimbatore, has a wide spectrum of clients, including AVT Tea and Coffee, Eagle Diaries, Elgi Ultra, Elgi Equipment, Mathrubhumi Group of Publications, Reliance Infocomm and Reynolds Pens to name a few.