Everest wins DS Group's Catch Spices business

The business was won in multi-agency pitch held in October. The Everest Delhi office will handle the account

BestMediaInfo Bureau | Delhi | November 8, 2012

DS Group has appointed Everest Brand Solutions to handle the Catch Spices business. The agency won the business in a pitch that was held in October. The Delhi office will handle the business. Several leading agencies including McCann Erickson, Publicis Capital, Contract and Percept H participated in the pitch. IBD India was the incumbent agency.

The advertising budget is substantial. Industry estimates put the account size at around Rs 15 crore based on past advertising pattern of the brand.

O.P. Khanduja , Associate Business Head, Dharampal Satyapal Ltd - Food Division and Archana Mookerji, JGM Marketing, Dharampal Satyapal Ltd - Food Division, said, “Amongst the various agencies pitching for this account, the approach of Everest Brand Solutions was most balanced across all categories and they have been very enthusiastic about getting this account. We feel they will put in the necessary effort to come up with the required creative and strategic initiatives for generating the required impact for our brands in the market.”

On the reasons for selecting Everest, Archana Mukharji, Joint GM - Marketing, DS Group, said, “Everest Brand Solutions came across as a young and energetic team and we felt that they will be a good match for us at this point of time since we are poised for substantial growth in market share and revenue in the spices industry. Hence, we were looking for a team that could provide a new perspective and put in the necessary effort as a partner to take the brand to the next level.”

Dhunji S. Wadia

Commenting on the win, Dhunji S Wadia, President, Everest Brand Solutions, said, “We were given a very detailed and specific brief. This helped the team in terms addressing the issues and working on interesting creative solutions. We are delighted to be their partners among the number of agencies that participated in this pitch.”

Rahul Jauhari

Rahul Jauhari, NCD, Everest Brand Solutions, said, “The client team is clear, ambitious and highly motivated. We look forward to creating some exciting communication with them in the times to come.”

Catch Spices is part of the Foods Division of DS Group and is an over Rs 250 crore business that includes Catch Kitchen Spices and Catch Sprinklers. The brand is a key player in the kitchen spices and table-top segments. It is known for its quality and innovative products. The client is aiming for major growth and expansion in the business and was looking for a strategic and creative partner to help meet their goals.

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