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Tag: Renton D’Sousa

  • Aquaguard now asks consumers to listen to ‘Sehat Ki Awaaz’

    Aquaguard now asks consumers to listen to ‘Sehat Ki Awaaz’

     MUMBAI: Health has its voice, listen to it. This is what the new TVC of Aquaguard, ‘Sehat Ki Awaaz’, conveys to its consumers. The new ad campaign by Eureka Forbes is a step towards positioning Aquaguard ‘Paani Ka Doctor’ to ‘Healthiest Water on Earth.

     

    The TVC hits on where it hurts the most to any mother- ‘Her unhealthy child’. The TVC shows a doctor educating the mother about the new technologies that Aquaguard uses to ensure good health of its consumers.

     

    The ad campaign educates consumers about the various nutrients available in drinking water, essential for good health.

     

    “Water contains important minerals like calcium, sodium, potassium, magnesium and many more which are unequivocally essential for human health. Eureka Forbes believes that pure and safe drinking water is birthright of every individual and Aquaguard is our offering to the huge consumer base,” says Eureka Forbes CEO direct sales and marketing head Marzin R. Shroff.

     

    The new TVC positions Aquaguard as the ‘Healthiest Water on Earth’. “Aquaguard has not only emerged as leader but ultimate solution provider in the area of drinking water. The brand was positioned as the Expert Advisor and hence derived to the positioning of Paani Ka Doctor. To reinforce this change from ‘Purity to Nutrition’, ‘Aquaguard Paani ka Doctor’ has now positioned itself as the ‘Healthiest Water on Earth’. Aquaguard’s new communication will play catalyst in creating awareness among consumers about the health benefits associated with drinking water,” informs Triton Communications CEO and NCD Renton D’Sousa.

  • Triton Communications bags Greenways creative mandate

    MUMBAI: Pune-based Greenways Foods & Beverages (D) Pvt.Ltd, part of the 40-year-old Pushpam Group has awarded its creative mandate to Triton Communications.

    The agency won the account after a long evaluation process which began in January.

    The Mumbai office of Triton Communications will handle the account and will be responsible for creating a unique communication strategy to strengthen the brand imagery of Greenways Foods & Beverages‘ various brands in the beverage category.

    Currently the company has launched its two products; first being Notty – fruit-energy drink (Non Caffeinated) for children in the Indian market for first time in this category with 4 flavours (Strawberry, Pink Guava, Mango and Multi Fruit). Second is Lounge Myx, a range of non-alcoholic mixers created by a crew of professional bartenders.

    Greenways Foods & Beverages MD Sachin Chopda said, “Triton Communications‘ understanding of the sector and our vision coupled with the innovative theme they presented made us choose them as our partner. We look forward to a continued association with them to help us achieve food and beverage business growth.”

    Greenways GM marketing and sales Vinod Gaikwad said, “We are happy to be associated with the Triton team who will partner us in our brand building journey ahead. The team has a good understanding of the Indian consumers and we believe they‘ll help us connect better with our well defined customers for Notty- Fortified fruit drink, I Can- Energy drink and Lounge Myx- Range of Classic Mocktails.””

    Triton Communications CEO and NCD Renton D‘Sousa said, “Triton is proud to be associated with Greenways and to be a part of the team that will launch the new brands. We have a track record of launching Indian brands and creating market leaders in the categories they operate in, in a short time. Our wealth of F&B experience and understanding of the New Age Indian consumer is sure to give established competition a run for their money.”

    Triton Communications head- strategic planning Pankaj Arora said, “The beverage category in the country has been fairly cluttered with all the big brands in the fray. Sharper segmentation coupled with an innovative creative approach is sure to generate a lot of excitement in the category. Look out for some great fun work for Greenways from Triton.”

  • Triton wins media mandate for Force Gurkha

    MUMBAI: Triton Communications has been awarded the strategy, creative and media mandate for Force Gurkha – the latest offering from Pune-based Force Motors.

    Slated to launch in April 2013, Force Gurkha will be the first vehicle in its class to offer different locks, higher ground clearance and a snorkel intake to manoeuvre snow, sand, mud slush, mountains and comfortably drive through water.

    Triton CEO and NCD Renton D’Sousa said, “To me the Force Gurkha is The Off-Roader for the Off-Roader. It fills the gap between the driver’s expectations and the on ground capabilities of the other 4X4 vehicles. The Force Gurkha is a 4X4 that can outmanoeuvre any season or terrain. Hence it is a 4X4X4. I call it the ‘Extreme Off-Roader Vehicle’”.

    Force group Business Director Sandeep Srivastava said, “Creating a new category has its challenges. Backed by sustained & substantial media investments, SUV’s have projected themselves as hard core mud pluggers. Rather than negating their claims to bring alive the fact, we will build the brand on a paradigm unheard of, but completely true to the product and its amazing capabilities. Herein lays the opportunity for Force Gurkha to up the ante for Force Motors and the Indian automobile industry .”

  • Pankaj Arora is now Triton national planning director

    MUMBAI: Triton Communications has elevated Pankaj Arora to the position of national planning director.

    Arora moves on to head planning in the agency from his current role of executive director of Triton Mumbai.

    The agency aims to redefine planning as a line function that will strategise for brand business building.

    Triton Communications CEO and NCD Renton D‘Sousa said, “One of my key focus areas is to enhance resources in the knowledge domain to enable the best end product. In my view a planning head needs to have been a senior business head to provide business insights for effective brand solutions. All with the aim to provide the right inputs to the creative for an insight laden end product. Pankaj‘s vast experience on the business of advertising along with his flair for strategic initiatives is the right fit for my vision”.

    Arora added, “When I started out it was all about the USP. With changing times, it evolved to the SMP (single minded proposition). Today with product parity across categories and intangible differentiators dwindling by the day, it boils down to the insight based creative that can make or mend a brand. It is my firm belief that the core of every planning activity is the immersion of client, category and consumer. Planning models merely revolve around this fact. A good planner reads between the reams of data and researches. But a planner with a business experience can unearth the insight that will lead to an effective end product and benefit the client in the market place”.

    Arora has over two decades of experience in advertising. Prior to joining Triton he has also worked with Lintas, Contract Advertising, Grey and Publicis.

  • Ralco Tyres awards creative mandate to Triton Communications

    Ralco Tyres awards creative mandate to Triton Communications

    MUMBAI: Ralco Tyres has appointed Triton Communications as the creative agency following a multi-agency pitch that took place six months ago.

    The brand is planning to increase its market share in the two-wheeler automotive tyres space, expand the distribution network and penetrate into small cities. It will be rolling out a campaign which will be created by Triton Communications.

    Ralco Tyres deputy general manager- advertising and PR Yogeshwar Sharma said, “Our products are adequately priced with great quality. With new agency on board and a new communication we aim to reach out to a much larger audience. We would invest hugely in ramping up our distribution network as well.”

    This is Tritons first client after the recent structural change at Triton wherein it‘s national director-strategy and planning, Renton D‘Sousa was given the additional charge of CEO.

    D‘Sousa added, “We are very happy to have Ralco as part of the Triton family, it is certainly a privilege to have them with us. As we go along, the intent will be to shift market share in Ralco‘s advantage in this highly competitive category space.”

    “Company is now gearing up to focus on integrated marketing efforts. The idea is to create visibility at the very point of sale and drive imagery through mass media. It is imperative for us to reach out to replacement market as it is quite significant and educate the consumer,” Sharma added.

    Ralco would focus on television, outdoor and print medium to begin with, Sharma divulged.

  • Triton creates Bloomberg UTV’s new ad campaign

    MUMBAI: Triton Communications has created a new brand campaign for Bloomberg UTV. The new campaign lays stress on Bloomberg being the original source of news and information and that its competitors in India report what it delivers.

    According to the company, with the business objective to launch the channel as an organic extension of Bloomberg, the world‘s largest financial news network, the communication objective was to establish Bloomberg UTV India as distinctly different from competitive alternatives.

    The agency felt that the communication challenge was to differentiate the brand in the Indian context and consistent with the global Bloomberg image and identity. It was further compounded by the brand‘s need to broad base itself.

    Triton Communications CEO and national creative director Renton D‘Sousa, “Research reveals that the viewer is interested in how the channel is fundamentally different rather than the run of the mill differentiators claimed by the genre. Whilst all business channels subscribe to the Bloomberg terminal for information, to BloombergUTV it is “it‘s raison d‘etre”. Hence ‘The Original Source‘. The positioning arrived enables the creative to substantiate the same with a distinct tone and bring it alive with a unique personality. The functional take away centers around incisive information, useful knowledge and actionable wisdom. The emotional take away is intelligence for the intelligent.

    The brand promise is communicated via the fundamental difference between BloombergUTV and other business channels by stating facts upfront. For starters, “Others report what we deliver”, the company said.

    BloombergUTV president Sriram Kilambi added, “The business news genre is full of the same stuff, which is very stock led, basically buy-sell hold. We at Bloomberg are about the larger picture – infrastructure, macro-economics, judiciary, policy, stocks and real-estate. We are justifiably proud of our news gathering heritage and are indeed the original source for most of the information that you see in your newspapers and your news channels. When Triton made that our positioning statement, we naturally loved it.”

  • Triton Communications appoints Renton D’Sousa as CEO

    MUMBAI: Triton Communications has appointed Renton D‘Sousa as its chief executive officer.

    This will be his additional responsibilities as he also serves the company as national director – creative and strategy. D‘Souza plans to carry out structural and functional changes at Triton.

    This is the first time the agency will have a CEO. Earlier the responsibility was handled by Triton Communications director Munawar Syed and founder director Ali Merchant.

    Syed said “We have always believed in nurturing our senior managers to think and perform as entrepreneurs. So when we felt it was time to give Triton that added impetus under a fresh, energetic leader, there was no question of looking outside. Renton was ready for the challenge to take Triton to its next level.”

    Merchant added, “My partner Munawar Syed and I have been in the driver‘s seat for over 20 years at Triton. We felt that now it‘s time to get into the passenger‘s seat. And we could not think of anyone better that we trust than Renton D‘Sousa, our NCD for over 10 years.”

    Talking about his new role D‘Sousa said, “It is an honour to be handed over the baton by two icons of Indian advertising. In keeping with the current spirit of the times, my aim is to make Triton, bigger and stronger. And all this faster. There are a lot of changes in the offing, structural as well as functional. With the sole objective to enhance our clients‘ brands and brand value. After all advertising is all about shifting market share. If you can do that for your client, you are doing your job”.

    Prior to joining Triton over 10 years ago, Renton was the creative head of a few units at Lintas Mumbai.