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Chennai gets new creative shop; ‘Salt Creatives’ kicks off with Canary Blue account

13-June-2007
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Chennai gets new creative shop; ‘Salt Creatives’ kicks off with Canary Blue account

Salt Creatives, formed by three seasoned advertising professionals -- Jaju Krishnankutty, Creative Partner-Art; Chocka, Creative Partner-Copy; and Bala Manian, Creative Partner-Planning and Servicing -- already has one account in its kitty. It has bagged the account of Chennai-based luxury casual wear brand Canary Blue. The size of the account is pegged at Rs 4 crore and the media mix would be primarily driven by print.

Ajay Chablani, Director-Marketing, Canary Blue, said, “We did not want anything run-of-the-mill. On the contrary, we always wanted to have some freshness in thought, which goes well with our thought process of having new merchandise. We have decided to work with Salt as we liked their presentation and creative.”

Meanwhile, Krishnankutty and Chocka had told exchange4media sometime ago that they wanted their creative to do the talking. True to their words, the print campaign, launched sometime ago, has already received rave reviews.

Krishnankutty has over 12 years’ experience in advertising, having worked in RK Swamy BBDO Chennai, JWT Chennai and Lowe Delhi. Prior to founding Salt Creatives, He has worked on several national brands including Ford Ikon, Ford Mondeo, Ford Endeavour, Lifestyle Store, Helios and Matheson, Maruti Esteem, LG and Greenply.

Chocka also has over 11 years of experience in advertising, having worked in Lowe Chennai, JWT Chennai and Lowe Delhi. Prior to founding Salt Creatives, Chocka has worked on brands like Sportstar, MRF, Rexona Deo, Ford Ikon, Ford Mondeo, Ford Endeavour, Lifestyle Store, Maruti Esteem, LG and Greenply, many of which were in association with Krishnankutty.

Manian also has over six years’ experience in marketing and advertising, having worked in JWT Chennai and Sundaram Asset Management Company, Chennai. Prior to founding Salt Creatives, Bala has worked on Ford Ikon, Ford Mondeo, and all the products in the Sundaram Mutual stable.

CANARY BLUE has five shops in Delhi, one each in Mumbai and Chennai. Besides, it also has two stores in Ahmedabad. It’s also opening another store in Chandigarh on Sunday.

``We are looking to have 45 stores at the end of three years,’’ Chablani said and added that they would have 15 stores by the end of 2007. CANARY BLUE is also in talks with lifestyle, Shoppers' Stop and hi-style in order to make its merchandise available there.

It is not formal. It is also not completely casual. At the moment CANARY BLUE has five shops in Delhi. One store in Mumbai. There are two stores in Ahmedabad. One in Chennai. Chandigarh will be opening on Sunday.

We are looking at 45 stores at the end of three years. We will have 15 stores by 2007.

We are also speaking to people like lifestyle and Shopper’s Stop and local retail outets like hi-style that would be our next step in terms of expansion.

We are at key locations all the places. Launch has been good and the response has been good. We are present at key locations in all cities.

We are going with print media mainly. Once in every quarter we will have new set of advertisements.

Salt Creatives- a profile
We call ourselves Salt Creatives for a reason. History tells us that one of the key ingredients in the creation of this Nation is common salt. What began as a small movement in Gujarat in march 1930 snowballed its way into the world stage as the crusade against imperialism. It incidentally also gave the world the concept of Satyagraha.

The idea of nationhood and a new weapon, both have their origins in common salt. Salt Creatives is a celebration of the power of ideas to engage and change the world

We are a small 4 member team committed to creating effective and engaging communication. Salt Creatives was founded in April 2007.

Founding Partners:
Jaju Krishnankutty: Creative Partner- Art.
Our resident artist and resident philosopher, Jaju has over 12 years experience in advertising having worked in R.K.Swamy-Chennai, JWT-Chennai and Lowe-Delhi. Prior to founding Salt Creatives, Jaju has worked on several national brands including Ford Ikon, Ford Mondeo, Ford Endeavour, Lifestyle Store, Helios and Matheson, Maruti Esteem, LG and Greenply.

Chocka: Creative Partner- Copy.
Our resident stand-up comic and resident telephone directory, Chocka has over 11 years experience in advertising having worked in Lowe-Chennai, JWT-Chennai and Lowe-Delhi. Prior to founding Salt Creatives, Chocka has worked on several national brands including Sportstar, MRF, Rexona Deo, Ford Ikon, Ford Mondeo, Ford Endeavour, Lifestyle Store, Maruti Esteem, LG and Greenply.

Bala Manian: Creative Partner- Planning and Servicing
Our resident linguist and resident naturalist, Bala has over 6 years experience in marketing and advertising having worked in JWT Chennai and Sundaram Asset Management Company, Chennai. Prior to founding Salt Creatives, Bala has worked on Ford Ikon, Ford Mondeo, and all the products in the Sundaram Mutual stable.

CANARY BLUE has 10 stores across India.

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