Chennai wing of TBWAIndia has won Style Spa Furniture advertising account .The agency won the account following a multi-agency pitch in which agenclies like O&M, McCann Erickson and Lowe Lintas also participated. The account size is estimated at Rs 11 crore.
Amarnath, vice-president, TBWAIndia, Chennai, says, “We are delighted to have been assigned this brand. The scope to do some really disruptive work is immense. The team is rearing to go and execute the work we presented during the pitch. It, for sure, is a great way to start the year.”
In his opinion, the furniture category has a lot of potential. “The market is crowded with small players and consumers generally tend to have greater affinity towards local carpenters. So, this gives us scope to try out new things.”
Style Spa officials report that a media pitch for the account has also taken place, the results of which will be announced soon. The media agencies that participated in this pitch were Lodestar, Mindshare, Lintas Media Group and Allied Media. The latter handled the media duties prior to the pitch.
Arun Mahajan, managing director, Style Spa comments on the appointment, “Till now, we were busy expanding and consolidating. However, post-Gautier, which had good brand recall, we wanted to stand out in this highly unorganised segment. Now is the right time to emerge as a differentiated brand, as there are no clearly defined leaders and brand names.”
Mahajan believes that TBWA’s Disruption practice will help take the brand to the next stage. He explains, “The agency’s disruptive thinking and their creative approach will give our brand the necessary thrust to not only consolidate our leadership position, but also exponentially grow our market share.”
He maintains that the brand, whose advertising has traditionally been print-led, will venture into other media, including TV, and have a pan-India presence. The incumbent agency is Hakuhodo Percept, which won the account from RKSwamy/BBDO in early 2004. Style Spa Furniture brand is owned by The K K Birla Group.
Source: Bombay Adclub