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Triton bags communication duties for Wagh Bakri brand

18-September-2004
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Triton bags communication duties for Wagh Bakri brand

Triton Communication seems to be on a winning streak. Close on the heels of a flurry of new business wins comes the news that Gujarat Tea Processors & Packers Ltd (GTPPL) is moving the communication duties for the 'Wagh Bakri' brand of tea from McCann to Triton Communications with immediate effect.

'Wagh Bakri' - the undisputed market leader in Gujarat, is now planning to strengthen the brand equity in other states as well.

Speaking on the latest success, Mahesh Manjawala, Executive Vice President, Triton Ahmedabad, said, "We have been pacing Wagh Bakri for a while now because handling a brand like this is important for any agency. The culmination of our efforts came through a series of meetings, which finally resulted in the client deciding to entrust the brand to us."

Both Ali Merchant and Munawar Syed, Directors, were ecstatic. "This is a fantastic win for us. Coming on the heels of so many wins from our various offices it keeps the momentum going for us. It is certainly a booster dose for Ahmedabad," said Munawar Syed.

Renton D'Sousa, the Mumbai-based Executive Creative Director, who worked extremely closely with the Ahmedabad office on this account, commented, "The brand was exciting to work on because it already had such a strong equity in the market. The objective given to us was to present the brand in a new and contemporary light. Honestly, we did not get it bang-on right from the beginning but the client worked along with us and helped us refine both the thought process as well as the final creative product that won us the business. Also, Yateesh and his planning team crystallised the entire thought process and that set us on our way."

Yateesh Srivastava, Executive Director, Strategic Planning, said, "This was one presentation that I was most happy to be involved in from the outside. The challenge lay in taking the brands positioning platform of relationships and giving it a new twist. In doing so, we studied the behaviour of the target group and managed to give relationships a focused and singular platform. The creative took over from there and took quite a leap. The client's thinking on this was crystal clear and that helped us creating the final magic."

Referring to the present state of affairs, he added: "Creative work is now being finalised and the result of our efforts will be on air very soon - that is all we can say at the moment. You will have to wait and watch for the rest."

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