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Hindustan Pencils shortlists six agencies for creative pitch

14-January-2004
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Hindustan Pencils shortlists six agencies for creative pitch

Hindustan Pencils, India’s largest pencil manufacturer, has called for a creative pitch for its pencil brands ‘Natraj’ and ‘Apsara’. The company has short-listed six agencies, McCann Erickson, Ambience Publicis, Triton Communications, Euro RSCG, Ogilvy & Mather and Contract.

Confirming the move, Dhruman Sanghvi, head of Communication & Brand Management, Hindustan Pencils says, “We have not done a new creative advertising campaign for few years now and we therefore have decide to call for a creative pitch.” He however does not divulge any details on what kind of campaign they are looking at. He says, “We are yet to decided on what the strategy of the campaign will be.”

The process of hunting for a creative agency is understood to have started almost a month and half ago. Hindustan Pencils first looked at 50 agencies and then zeroed in on 20 of them, based on pedigree and work they had done before finally short listing six agencies. Sanghvi explains, “We are looking for an agency which is strong in research and which also understands our target audience. The agencies will make their final presentations during this weekend. After the presentations, we will have an internal meeting and within a week or ten days, we should be able to zero in on our creative agency. The size of the creative account is unknown. Carat India handles the media account of the company.

Established in 1958, Hindustan Pencils has perfected the process of manufacturing pencils to a fine art. In other words, Hindustan Pencils has come to personify quality at a competitive price. The company grows its own trees for pencil manufacture. With the latest machinery in place, and state-of-the-art manufacturing units, the company churns out up to 3 million pencils, 450,000 sharpeners, 1.2 million erasers and 80,000 scales daily.

The company’s obsession with quality has driven it to build its own manufacturing infrastructure. Every product rolled out from Hindustan Pencils, be it a pencil or a sharpener blade is manufactured with machines developed indigenously. Every little component like pencil lacquer and wood building glues that goes into the making of our products, are produced in-house. Its brands, Apsara and Nataraj have emerged as household names.

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