MUMBAI: MAA Communications Bozell, Cochin has bagged both the creative and media duties for three accounts. These include Coconut Development Board, a commodity board promoting coconut cultivation, usage and consumption, Anzera Properties, a real estate developers currently launching three brands (apartments, villas, commercial complex) in Cochin and Ortho-Care Products, a part of Parathuvayalil Group which deals in ayurvedic treatment, manufacturing and marketing of Ayurvedic OTC products and orthopaedic appliances.
An official release issued by the agency states that the size of the advertising spends by the Coconut Development Board is estimated to be in the region of Rs.50-60 million while the size for both the other accounts are estimated to be Rs.10 million each.
“It was distinctive strategy and creative solutions proposed to the client that helped us win these accounts” says MAA Communications Bozell director Ravindranath.
The Coconut Development Board called for the pitch in December 2006 with the brief on how to increase the usage and consumption of coconut and coconut value added products. As per the information 14 agencies were vying for the account and finally five agencies were empanelled. The empanelled agencies included Stark Communications, Magnum, Madras Advertising and Jelitta Publicity apart from MAA Communications Bozell. MAA Communications Bozell, FCB Ulka & Madras Advertising were the incumbent agencies handling the account.
Head – Kerala Operations Jacob Thomas said, “The performance review of all the agencies in the panel was instrumental in getting us this account.”
Both Anzera Properties and Ortho-Care (P) Ltd. were looking for a marketing communication specialist who could offer 360 degree communications solutions. The brief given to the agency was to create rapid awareness and position its various brands for Anzera Properties and to launch and create a brand pull for the elastic abdomenal binder for the client Ortho-Care.
Regarding the media mix, Ravindranath said, “A decision is still to be taken on the media mix but we are in the process of finalizing the same for Anzera properties and Ortho-Care (P) Ltd., while we will be providing a media neutral solutions to the Coconut Development Board.”