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RK Swamy wins communication mandate for TAFE

The group will provide ATL, BTL and CRM and analytics services, as well handle all media buying and planning

BestMediaInfo Bureau | Delhi | July 4, 2012

RK Swamy Hansa Group has won the communication mandate for TAFE Ltd (Tractors and Farm Equipment Ltd.). Eight national and regional agencies participated in the pitch presentations, spread over the last few months, involving several rounds of credentials, strategy, creative, media, events, CRM and analytics.  The decision was initially narrowed down to RK Swamy Hansa Group, Lowe and JWT, and finally, it became a two-way encounter between JWT and RK Swamy Hansa.

The win is significant since RK Swamy hansa Group is being called upon to provide TAFE all ATL (creative, rural marketing and media), BTL (promotions, events and activation) and CRM and analytics services.

The RK Swamy Media Group has been entrusted with all media planning and buying work.

VV Vijay Gopal, President (South & East), RK Swamy BBDO, said, "The collective expertise and deep insights that various entities of the RK Swamy Hansa Group enabled this win. Our task will be to enhance the equity the client has on Massey Ferguson tractors, engines, etc., and deliver a unique customer experience.‚ÄĚ

As part of the mandate, RK Swamy BBDO Creative, Hansa Customer Equity (Hansa Cequity), RK Swamy Media Group, Social^Rural Direction and Hansa Events & Activation will come together to offer specific services. Hansa Cequity and Social^Rural Direction were critical partners with the creative agency during the pitch stage. Social^Rural Direction, with its strong understanding of rural markets and strong network, will develop strategy as well as implement the rural marketing programmes and events for TAFE across different states.

Hansa Cequity with provide focused CRM and analytics programmes to enhance pre-sales and post-sales experience. Hansa Cequity will also leverage the power of data, analytics and insight-driven campaigns to every customer interaction. It will further manage the Massey Ferguson customer relationship centre which will deliver a seamless, coordinated, consistent experience for the brand.

The creative agency, RK Swamy BBDO, will orchestrate the entire exercise of building the brand Massey Ferguson. The agency will be the single point contact for the client.  While the agency’s main focus will be on strategy planning and creative execution for both ATL and BTL, it would also ensure that all the divisions work in unison with the brand strategy to create the synergy for the brand.


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