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PerceptH Delhi adds Pavers England and Lakshmi Energy & Foods to its kitty

30-March-2010
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PerceptH Delhi adds Pavers England and Lakshmi Energy & Foods to its kitty

The Delhi office of PerceptH has recently two new accounts –Pavers England and Lakshmi Energy & Foods Ltd. Established in 1971, Pavers England is one of the fastest growing and largest footwear retailers with more than 100 retail outlets and Europe’s largest online retail portal (shoe-shop.com). Lakshmi Energy & Foods Ltd is one of the largest manufacturers of long grain non-Basmati rice globally.

Pavers Foresight Smart Venture had come together with Chennai-based Forward Group, one of India’s leading vertically integrated leather tanning high quality footwear exporters, to launch premium leather footwear brand Pavers England in 2008. The size of the business is estimated in the region of Rs 2 crore. The company has aggressive plans for a national campaign for their Summer Collection 2010. There would also be a lot of ATL and shop level activities.

Lakshmi Energy & Foods Ltd decided on PerceptH Delhi as its communications partner following a four-way pitch. Other agencies vying for the account included Lintas, Mudra and JWT. The brand will be launched under the name of Lakshmi Foods. The company plans to spend upwards of Rs 30 crore on marketing and communication activities in the first year. The company also plans to employ a complete 360 degree approach to marketing and brand building.

On bagging Pavers England, Amitava Mitra, COO, PerceptH Delhi, said, “It’s a great opportunity for us to work on a lifestyle brand like Pavers England, which will surely revolutionise branded footwear market in India. This exceedingly interesting category will give us yet another opportunity to showcase a fashion and lifestyle brand. It’s not how large the account is today, it’s how large the brand will be tomorrow that truly excites us. The client has given us complete freedom to do some amazing creative work to launch and build the Pavers England brand, beginning with their Summer Collection launch in April 2010.”

Utsav Seth, Managing Director, Pavers Foresight Smart Ventures said, “There was no formal pitch. We were very impressed with the complete 360 solution – both marketing and advertising – that PerceptH Delhi team brought to the table. This made us decide that Percept would be our right communication partners.”

Lakshmi Energy & Foods is the largest supplier of other Basmati and non-Basmati rice varieties across the world. The company has been in the rice business for over 30 years in the Middle East, the US, the UK and rest of Europe. On winning the account, Mitra said, “After being in the background for so many years, the company is ready to launch their own packaged rice. For this, we will be working with the company to package and launch the brand in the UK, Europe, the Middle East, the US, and in India. This is a great opportunity for us to build a brand from scratch and we are very excited.”

The company is focused on building a brand in the packaged rice category and in consultation with PerceptH is exploring various channels of communication to reach out to the masses, who have been consuming their rice for years without knowing about them. The communication strategy will be targeted towards building the mother brand, and subsequently building each of the sub-brands. The company plans to launch with 28 varieties of rice across the spectrum from ‘tukra’ rice to parboiled rice to Basmati and other superior varieties.

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