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Initiative wins Rs 8 cr TDV account

14-April-2004
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Initiative wins Rs 8 cr TDV account

Triumph Distillers & Vintners (TDV) has moved its Rs 8-crore media account to Initiative. The account shift, from Carat to Initiative has taken place without a pitch.

Talking to exchange4media.com Deepak Roy, CEO, TDV reflected the reasons for the shift: “To me having creative and media under the same roof or with the same group makes a lot of sense. One can drive better synergies if both are together.” So far SSC&B Lintas has been taking care of the creative duties for the company.

Asked if he was looking forward to a change in the media strategy, Roy responded: “Not really. And, the new media strategy to a large extent depends on what the new media agency plans and has to offer.”

Interestingly, Initiative was handling the same account before it was moved to Carat a couple of years back with UDV coming into the picture.

The company is all set to launch a new brand, which is in all likelihood a premium variety of rum. TDV would also market a premium imported energy drink, Cult which would be positioned in the same category as Red Bull.

Meanwhile, flagship Gilbey's Green Label Whisky has ended the year 2003-04 with a sale of 2.4 million cases, including exports of approximately four lakh cases. Effectively this makes it the largest export brand in the category. In the first nine-month of the last financial year the company reported an approximate 10% growth.

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