Trinetra Focus wins SIL digital mandate

The agency will manage the integrated online approach for the brand known for its jam and processed food products

BestMediaInfo Bureau | Delhi | April 4, 2013

Trinetra Focus Communications, the digital arm of Focus, has been signed as the digital agency for SIL following a multi-agency pitch. The agency will be consulting and managing the integrated online approach for the brand popularly known for its jam and processed food products. The mandate will include managing social media, SEO and digital advertising spends to create an effective impact amongst the audience for the brand.

Sanjeev Singh, Marketing Manager, Scandic Food India, said, “Today, Sil is the No. 2 brand in the jams category and one of the leading players in processed foods. There is a definite need for a planned and structured approach for engaging with our audience in the online space. With the ever increasing internet penetration, there is a need for consistent interaction at various touch points and one brand message being communicated effectively across all mediums. With the Trinetra team having the right understanding of our long-term objective, we are looking forward to seeing some great ideas and initiatives that will upscale our interaction with our audience for a sustained relationship.”

Understanding the need of the audience, Trinetra Focus team will be adapting to an integrated approach that will not only cater to the consumer demands, but will also help generate RoI with the help of digital medium.

Saumik Barua, Vice-President, Trinetra Focus, commented, “As a major player in its segment, there is no doubt that the brand has already established its presence. With its current reach to the urban masses, it gives us the opportunity to create unique engagement points across multiple platforms with some great creative ideas. This also means connecting with certain ideologies in mind of the consumer and not just mere social engagement. Also keeping in mind the brand objective of scaling up its growth and reach to a wider base of audience, we have proposed some interesting initiatives along with customised services and we are pretty excited to start work immediately.”

Scandic Food India, a Danish subsidiary of Good Food Group A/s, acquired SIL from Marico in 2008.  Popular for “Lip-Smakin' Goodness", SIL has a wide range of products such as jams, sauces, ketchups , baked beans, sweet corn soup and mayonnaise.

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