Percept/H, Delhi has been appointed the communications partner of basmati rice manufacturers, Lakshmi Energy & Foods. The company is set to launch its packaged rice, under the name of Lakshmi Foods, in India. The largest manufacturer of long grain non-basmati rice plans to spend more than Rs 30 crore on marketing and communication activities in the first year of marketing.
The agency won the business in a multi-agency pitch. Other agencies in the race included Lowe Lintas, Mudra and JWT. In addition to the creative duties being handled by Percept/H, all the Percept group companies will take care of other communication, such as media duties, public relations and brand activation.
“After being in the background for so many years, the company is ready to launch its own packaged rice in India, USA and Europe. For this, we will be working with the company to package and launch the brand in UK, Europe, the Middle East, USA and India. This is a great opportunity for us to build a brand from scratch and we are very excited,” says Amitava Mitra, chief operating officer, Percept/H, Delhi.
The company plans to explore various channels of communication in consultation with Percept/H. The communications strategy will be targeted towards building the mother brand, and subsequently building the sub-brands of the company.
Lakshmi Foods plans to launch with 28 varieties of rice, including ‘tukra’ rice, parboiled rice, basmati and other superior varieties.
In another development, Percept/H also won the creative duties of Pavers England, a premium leather footwear brand. The brand was launched in India in 2008, through collaboration between UK-based Pavers Foresight Smart Ventures and Chennai-based Forward Group.
While the account size is low at around Rs 2 crore, Mitra remains excited about the “interesting creative work” that has been planned.
“This interesting category will give us yet another opportunity to showcase a fashion and lifestyle brand. It is not how large the account is today, but 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 England brand, beginning with the Summer Collection launch in April,” says Mitra.
The company plans to have a national campaign for its Summer Collection, which would include a lot of ATL and shop-level activity.
The business was won without a formal pitch process. In addition to the creative duties, Percept will also handle the media mandate for the company.
On choosing Percept/H, Utsav Seth, managing director, Pavers Foresight Smart Ventures says, “We were very impressed with the complete 360 solution — both marketing and advertising — that the agency brought to the table.”