Home >> Account-Movement >> Article

Pulp Strategy bags Barista Lavazza

28-February-2012
Font Size   16
Pulp Strategy bags Barista Lavazza

Pulp Strategy Communications Pvt Ltd has won the Barista Lavazza account following a multi-agency pitch held in Delhi. The pitch process began at the end of 2011. The agency has already commenced work on this account from this month.

Pulp Strategy’s Delhi office will handle the account from a strategic business planning and perspective. Ground operations for activation/ implementation will extend pan India.

Explaining what tilted the decision in their favour, Ambika Sharma, Managing Director & CEO, Pulp Strategy Communications said, “Our strength comes from social media integration with on-ground activation and an understanding of retail consumer behaviour. This allows us to approach the business holistically and cross leverage initiatives by the brand.” This in fact, she explained, would be their primary focus to take Barista Lavazza a step ahead in digital promotion.

Commenting on where brand Barista Lavazza stood for today, Sharma said, “Barista Lavazza has managed to capture the loyalties of many, elevating the experience of coffee to a lifestyle.” She added, “Its leadership position can be attributed to a remarkable expertise in specialty coffee, coupled with a sound technical competence, an ever-evolving delightful retail experience,”

As for the possibilities for the brand, she elaborated, “The possibilities are endless, with many facets related to the interactive playing out in digital as well as activation perspective. I believe that the work in the months to come will best showcase the approach.”

Sharma refused to divulge the account size, but was quick to reveal that “the platform for consumer interaction is very large.” He further concluded, “In a very short while, it is clear to me now, that the consumers love their Barista in all its forms and that makes the future very exciting and ever evolving.”

Tags Shree Lahiri Priyanka Nair Pulp Strategy Communications Ambika Sharma Barista Lavazza

In an interaction with exchange4media, PC Musthafa, CEO & Co-Founder iD Fresh Food shares how the brand deals with competition and marketing strategies followed by them.

Varun Raina, Marketing Manager, Airbnb India speaks to exchange4media about the successful #LiveThere campaign and how Bollywood helps them connect with its young consumer

Tim Castree is all praises for his team in India and trusts it to be a result of “an excellent execution of agency’s global strategy” headed by Kartik Sharma

Siddharth Dabhade says Criteo’s technology allows brands to engage with shoppers, create relevant experience on retail apps, thereby driving sales and profits

right
left
EXCHANGE4MEDIA’S LOUDEST.IN HOSTS INAUGURAL EDITION OF MUSIC INC. IN MUMBAI EMINENT JURY CONGREGATES TO PICK IMPACT’S 40UNDERFORTY ACHIEVERS PORTER PRIZE & INSTITUTE FOR COMPETITIVENESS RECOGNIZE STRATEGIC ACUMEN IN COMPANIES DELHI AD CLUB-SAARC AWARDS 2018 RECOGNIZE EXCELLENCE ACROSS CREATIVE, MEDIA & DIGITAL AGENCIES BSNL & CALL2ACTION COMMUNICATION INDIA LAUNCH MOBILE ADVERTISING PLATFORM, INFOMO IN NEW DELHI CHILDREN’S RIGHTS ACTIVIST KAILASH SATYARTHI LAUNCHES BOOK ‘EVERY CHILD MATTERS’ SENIOR JOURNALIST VIJAY TRIVEDI LAUNCHES BOOK ‘YADA YADA HI YOGI’ BASED ON YOGI ADITYANATH EMINENT JURY CONGREGATES TO PICK IMPACT’S 40UNDERFORTY ACHIEVERS PORTER PRIZE & INSTITUTE FOR COMPETITIVENESS RECOGNIZE STRATEGIC ACUMEN IN COMPANIES DELHI AD CLUB-SAARC AWARDS 2018 RECOGNIZE EXCELLENCE ACROSS CREATIVE, MEDIA & DIGITAL AGENCIES MARK TULLY, OTHER JOURNALISTS HONOURED BY MUMBAI PRESS CLUB AT ANNUAL REDINK AWARDS TALENTED YOUNGSTERS GET TO PRESENT THEIR WORK BEFORE STALWARTS IN THE AD INDUSTRY INDIA RADIO FORUM 2018 RECOGNIZES EXCELLENCE IN RADIO INDUSTRY OFF THE CUFF HAS JOURNALIST ARUN SHOURIE IN CONVERSATION WITH SHEKHAR GUPTA IN MUMBAI IAA HOSTS FIRST INDIAA REGIONAL AWARDS (TELUGU) IN HYDERABAD BREAK THE CEILING TOUCH THE SKY 2018 SEES OVERWHELMING INDUSTRY PARTICIPATION 10TH EDITION OF ABC EUREKA AWARDS IN MUMBAI CELEBRATES WORK OF PARTNER AGENCIES EMINENT JURY PICKS LOUDEST’S 100 MOST POWERFUL INDIAN MUSIC BUSINESS LEADERS MODE LOFT BY SABGROUP LAUNCHES SIGNATURE MENSWEAR POWER DRESSING CLOTHING LINE TOP MARKETERS DISCUSS ART AND SCIENCE OF EFFECTIVE LISTENING @PITCH CMO SUMMIT 2018, DELHI

‘Do What Moves You’ campaign aims to shine a spotlight on the brand’s belief in the power of self-expression

Mathrubhumi Media School will offer PG diploma courses in print & broadcast journalism

The chatbot also updates users with match fixtures, points table and sets reminders for games on the official mobile and internet broadcaster, SonyLIV