ITV

Tag: Triton Communications

  • 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 .”

  • Sushil Kumar bats for Ralco Tyres

    MUMBAI: Bicycle and automobile tyre manufacturer Ralco Tyres has roped in Olympic silver medallist wrestler Sushil Kumar to endorse its brands Ralson and Ralco.

    The wrestler helmed the campaign conceptualised by Triton Communications that reintroduced the brands in the market.

    Ralson India Limited DGM – advertising and PR Yogeshwar Sharma said, “The brands Ralco and Ralson and Sushil Kumar complement each other quite perfectly; with strength, endurance and grip as attributes that qualify both the champions.”

    Kumar added, “Indian roads are no less than the wrestling ring. I am the champion of the wrestling ring while Ralco, the champion of the Indian roads.”

    “There couldn’t have been a better way for brand Ralco to flex its muscles and it complemented our strategy of ‘hard work as against leisure,” said branch director Triton Delhi Rohit Madhusudan.

  • 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.

  • Asian Paints dons new brand identity

    MUMBAI: DDB Mudra has won the creative mandate of Adani Group‘s corporate business following a multi-agency pitch that saw participation of agencies like Triton Communications, Grey India and O&M.

    The account will be handled out of DDB Mudra‘s Ahmedabad office.
    The agency will work on the internal and external communication of the brand.

    Omnicom Group‘s design agency Wolff Olins was appointed last year to work on Adani Group‘s identity Adani Group has DDB Mudra Group director business development -. EVP and DDB Mudra Ahmedabad Head Sudarshan Banerjee said, “Adani is one of the largest and respectable group and it‘s a prestige to have won the business.

    Now as we are a part of Omnicom group, it probably makes sense to roll out both internal and external functions for the brand.”

  • DDB Mudra bags Adani’s corporate biz

    MUMBAI: DDB Mudra has won the creative mandate of Adani Group‘s corporate business following a multi-agency pitch that saw participation of agencies like Triton Communications, Grey India and O&M.

    The account will be handled out of DDB Mudra‘s Ahmedabad office.
    The agency will work on the internal and external communication of the brand.

    Omnicom Group‘s design agency Wolff Olins was appointed last year to work on Adani Group‘s identity. DDB Mudra Group director business development and DDB Mudra Ahmedabad EVP and head Sudarshan Banerjee said, “Adani is one of the largest and respectable group and it‘s a prestige to have won the business.”

    Now as we are a part of Omnicom group, it probably makes sense to roll out both internal and external functions for the brand.”

  • 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.

  • Bloomberg UTV to be rechristened as Bloomberg TV

    Bloomberg UTV to be rechristened as Bloomberg TV

    MUMBAI: English business news channel Bloomberg UTV will be shedding the UTV brand name from 13 August, giving it an identity that is known across the world as a news brand.

    The channel will be called Bloomberg TV, getting rid of a popular entertainment brand name in India.

    Confirming the name change, Bloomberg UTV head Sriram Kilambi said, “UTV is an entertainment brand. We were thinking of renaming this channel since quite some time now as it should have a more serious name to it. Hence, we have renamed it to Bloomberg TV.”

    The latest campaigns of Bloomberg UTV, created by Triton Communications, also have ‘U’ in the brand name greyed.

  • 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.

  • Wagh Bakri launches TVC created by Triton Communications

    Wagh Bakri launches TVC created by Triton Communications

    MUMBAI: Wagh Bakri tea has launched a new television commercial conceptualised by Triton Communications.

    The campaign- “Perfect Nati Jodi” targets maharashtrian men and women (in Maharashtra) aged 25-50 years.

    With so many tea brands in the market and various rational benefits being offered by them, Wagh Bakri chose to use the emotional route to create a bond with Maharashtra, the company said.
     
    Triton Communications MD Ali Merchant said, “We wanted to build on the current equity of the brand. Wagh Bakri, with its platform of ‘building relationships‘, has always chosen an emotional route to create a powerful bond with its audience.”

    “The challenge was to stay within the purview of the overarching brand thought of ‘Rishta‘. Thus helping create a preference for Wagh Bakri amongst existing and prospective consumers in Maharashtra, as well as giving a flavour of it being their very own tea brand,” Triton Communications national strategy officer and CD Renton D‘Sousa said.

    D‘Sousa added, “Maharashtra is a land of many festivals and rich cultural flavours to which people are highly emotionally attached. We decided to use the festivals as the brand connect and as an expression of the brands respect and love for the culture of the land and its desire to make a Rishta with the locals”. 
     
    Wagh Bakri Tea executive director Parag Desai added, “We created a special commercial for the Marathi audience thus showing our commitment to connect with them. This has been captured in the baseline of – ‘Waghbakri, Perfect naati jode‘. It will connect with Maharashtrian audience across SECs and age groups. It shows that Wagh Bakri is not just a great tasting refreshing tea; it is part of every celebration in Maharashtra. Wagh Bakri tea is planning to promote the new campaign through various television commercials and on-ground activities for the next three months.”

    The film uses different festivals of Maharashtra and essence of tea consumption on those special occasions to refresh, rejuvenate and build relationships. This 40 sec film has stories weaved in each of the festivals shown and through this bring in a relevant connect with all kinds of Maharashtrian audiences. The festivals captured are Govinda, Ganapati pooja, Ganapati visarjan and Mangala gaur. The films have been shot in a manner that each festival becomes an edit on its own too and can be run during that particular festival and hence giving maximum leverage for the brand.