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Contract given Ashok Leyland's creative mandate

The account will be handled out of Contract's Mumbai office; the win comes after a multi-agency pitch.

Neha Saraiya | Delhi | August 12, 2011

The heavy vehicles manufacturer Ashok Leyland has parked its creative duties at Contract Advertising Mumbai. The agency will work on the upcoming communications of the company. Ashok Leyland is $2.5 billion enterprise with operations in 60 countries and with this move the company aims to change its perception of a truck manufacturer to business focus enterprise.

Confirming the news, Kumar Subramaniam, Executive Vice President, Contract Advertising, says, “Contract Mumbai has got the mandate to work with Ashok Leyland in creating a new positioning and campaign for their commercial vehicle. For a brand with strong equity, the challenge will be to leverage it and give it a contemporary phase.”

The company followed three rounds of pitching process. The first phase required the send their credentials to the company, followed by the second stretch where in the agencies shared their views about Ashok Leyland. The final and the third round witnessed the close call between the three agencies on the basis of their creative and strategies.

Commenting on the new development, Alok Saraogi, Head - Branding and Marketing Communications at Ashok Leyland Ltd. said, “We were evaluating all top notch agencies for our company. What we like about Contract was that the agency went beyond the communication to business focus communication.”

Prior to contract the account was with Mudra and JWT.

Saraogi mentions further, “The business is going through the exciting phase and we are really looking forward to the communication from our brand in next few months.”


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