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Delhi-based agency Latitude23 adds two new businesses to its kitty

27-November-2006
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Delhi-based agency Latitude23 adds two new businesses to its kitty

Latitude23, a Delhi-based agency, has added two new businesses to its kitty. These include the advertising duties for the entire range of Ozone, a premium range of product offering of Ozone Ayurvedics, and Mark Pi’s Crazy Noodles. The cumulative size of the business is pegged at Rs. 2.5 crore. The creative duties for Ozone Ayurvedics’ flagship brand Nomarks is handled by Mudra.

Sandeep Ghosh, President, Ozone Ayurvedic, said, “There were 6-7 agencies that had participated in the pitch. We decided to go ahead with Latitude23 as there was a synergy in our vision and their creative solution. The mandate for the agency was to develop a marketing strategy to take our concept further and also to come up with a creative solution.”

The creatives would primarily include point of purchase and limited print advertising. Ghosh further said that as the product was premium, it would be available at select stores. To reach to its TG, communication would also entail a host of BTL activities plus word of mouth.

Ozone Ayurvedic’s products are due to be formally launched on December 15, 2006 in 11 cities, including Delhi, Mumbai, Kolkata, Bangalore, Hyderabad, Lucknow, Kanpur and Ahmedabad, among others. The company has come out with five products and plans to expand the portfolio.

Latitude23’s Naresh Kumar Sharma said, “It is an exciting opportunity to work for Ozone Ayurvedic as we have to build the brand from the scratch. For Mark Pi’s Crazy Noodles we worked on building a new identity as they are entering the Indian market in a new avatar with a menu that would cater to the Indian palate.”

Karana Verma, CEO, Mark Pi’s Crazy Noodles, said, “For the past three years, we were involved in shadow branding, which not many companies in India do. We were researching consumer preferences and based on our findings our repositioning is of a restaurant that offers lot more than food.”

He further said that incumbent agency was David. Latitude23 will handle the advertising duties and work on all brand related communication. The current focus would be on BTL activities, print and radio. The communication and design for retail part of the business would be handled in-house by the company.

Mark Pi’s Crazy Noodles has restaurants at Rajkot, Ahmedabad, Surat and will soon expand to Haldwani. It has plans to open restaurants in Pune, Amritsar, and Chandigarh as well in, addition to consolidating the ones in Noida and Ludhiana.

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