Keeping up its searing pace, Equus Red Cell has added three new businesses to its portfolio, this time in Mumbai. The wins straddle divergent categories ranging from the food industry to media and real estate. The clients won are Capital Foods, Time Out magazine and Neptune Group. The cumulative size of the businesses is around Rs 15 crore. These wins come close on the heels of Equus Mumbai bagging the Elite group’s Enrica brand of home line products.
The agency will handle the entire national and international portfolio of brands from Capital Foods, the makers of the Ching's Chinese foods brand in the ready-to-eat segment. It has relaunched Smith & Jones, a range of products influenced by English ready-to-eat and sauces. Internationally, they will be appealing to the vast cross-section of the Indian diaspora through a range called ‘Swad’. The TVC for the Smith & Jones brand is expected to come by the end of this month. Equus will also be entrusted with all new brands from this portfolio.
Speaking on the communication strategy, Swapan Seth, CEO, Equus Red Cell, said, “With a perceptible change in palates and with a considerable part of the wallet being assigned to experimenting with traditional foods and home-cooking practices, this is a category that is both growing and grappling with the need to improvise. This being a largely quasi-monopolistic market, we hope to set the cat among the pigeons.”
He added, “Equus has had a historical perspective in understanding the taste buds with our cross-category experience over tea, coffee, oils and food and beverages. We believe Capital Foods will whet our appetite in creating communication that will compete directly with the big lads. It is perfect for us and fits in forcefully with our challenger personality.”
For Time Out magazine of Paprika Media, Equus will adopt a 360-degree communication approach nationally. Said Seth, “Time Out is a hip and uber cool product with a global lineage coupled with an Indian expression that is exhilarating and exciting. It is young and in keeping with the personality of the agency.”
Said Mahendra Swarup, Publisher, Time Out, “Time Out is a city-centric magazine that is planning to roll out more editions. Equus’ innovative approach, out-of-box ideas and focused style of working were the reasons why we decided to partner with them.”
As for the creative duties of Neptune Group which is into real estate development and retail space, Equus will primarily focus on the print medium, Seth informed.