Eggfirst bags creative duties of PCI

The Mumbai-based agency bagged the account of the leading pest control brand on their powerful strategic planning

BestMediaInfo Bureau | Mumbai | August 14, 2013

Eggfirst has won the creative mandate of PCI after a multi-agency pitch. Eggfirst will be responsible for driving brand PCI and its repertoire of products and services. PCI, India's largest and oldest pest control brand, had just redesigned its brand identity and was on the lookout for an agency that could understand the revitalised brand essence as well as the TG, and draw out a highly strategic creative plan to strengthen PCI's hold on the market.

Eggfirst scored with a meticulous strategy to take ahead PCI's new vision and identity. Moreover, Eggfirst's identification of specific pain-points and a unique strategy to address them tilted the scales in their favour. It also scored high on domain expertise, having earlier worked with Bayer Environmental Science.

“PCI is known in the market as a trusted and reliable pest control brand, but not everyone knows about the vast variety of pest management services we offer. Also, we wanted to make people aware that PCI is not just another pest control operator; we have among the most advanced R&D facilities with state-of-the-art quality control and safety measures. Eggfirst was able to capture this vision perfectly and understood the image we wished to create in the market. Their strategy to make this happen convinced us all that Eggfirst was the right agency. Their creative strength is beyond doubt too,” said Joshua Rao, Executive Director, PCI.

Ravikant Banka, CMD, Eggfirst, said, “PCI is a trusted brand with a legacy of over five decades, the biggest in pest control in India. For us it is an opportunity to infuse fresh energy in the brand and take it to newer heights. And we are confident of bringing PCI's vision to life with our incisive strategy and powerful creative.”

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