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O&M, Mumbai bags Hindustan Pencils creative account

11-February-2004
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O&M, Mumbai bags Hindustan Pencils creative account

Hindustan Pencils, the country’s largest pencil manufacturer, has zeroed in on Ogilvy & Mather, Mumbai as its creative agency. The company had short-listed McCann Erickson, Ambience Publicis, Triton Communications, Euro RSCG, Ogilvy & Mather, Mumbai and Contract.

Confirming the move, Dhruman Sanghvi, Head of Communication & Brand Management, Hindustan Pencils says, “We are very excited to have O&M as our creative agency. The agencies had to give us a credential submission first. After this, we visited their offices to get a feel of their work place, and then the final pitch took place. O&M was the best performer and their presentation was very impressive - exactly what we wanted and expected out of them. Therefore, we decided on them.”

Nishi Suri, Head of O&M’s advertising business in Mumbai says, “We are happy to be chosen as the creative agency by Hindustan Pencils. We will be working on Natraj, Apsara, Colour Pencils and water Colours brands.”

On how they went about pitching for this account, Suri says, “The entire pitching process was very exciting. Hindustan Pencils has been one of the few companies off late that has professionally well managed a pitch process. They were very clear and focused on what they wanted from the creative agency. Secondly, what also got us through was the fact that we were on the same wavelength. We had a truly good experience of pitching for this account.”

Hindustan Pencils has not released a creative advertising campaign for a few years now. So, the company decided to call a creative pitch. While the contract with O&M, Mumbai has already been signed, the agency will have its first meeting with the client on Wednesday morning. Suri reveals, “We are having our first meting with the client. They would be giving us a presentation on the company. For the first time, we will also get a presentation from their sales team. This generally does not happen. Getting the sales teams’ perspective is very good for us as we will get a well-rounded picture of what is happening in the market place.”

The process of hunting for a creative agency started almost a month and half ago. Hindustan Pencils first looked at 50 agencies and zeroed on 20 based on their pedigree and work, before short listing six agencies. The size of the account is unknown.

Hindustan Pencils is also planning to review its media account. Currently, Carat India handles the media account of the company. “We are taking a fresh look at our overall marketing plan and the media account review is a part of this process,” says Sanghvi. The company is in the initial stages of reviewing its media account. They have prepared a list of media agencies but haven’t yet contacted them.

Established in 1958, Hindustan Pencils has perfected the process of manufacturing pencils to a fine art. Apsara and Natraj are today household names. The company grows its own trees to manufacture its pencils. 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.

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