Wins creative mandate from Dharampal Premchand for its FRU candy brand, and premium real estate brand Noor-Us-Sabah Residency. The agency is aiming to expand its service portfolio
BestMediaInfo Bureau | Delhi | March 19, 2014
Innocean Worldwide India (IWI), the Indian arm of the Seoul headquartered Innocean, has begun the year with two significant business wins – premium real estate brand Noor-Us-Sabah Residency, Bhopal, and the candy brand FRU from Dharampal Premchand Group.
The agency already handles Hyundai Motor India, Fena Detergent, KEI Wires, Mobis, Open magazine, among others.
Noor-Us-Sabah Residency, Bhopal, is promoted by Buraq India, Earthcon and Reliable Group. They have launched a premium residential project in Bhopal which offers a stunning lake-front view along with international standard amenities and luxuries. For this launch Innocean offered an integrated approach covering the launch event and the media campaign covering print media, OOH and shortly FM radio. The business was won in a multi-agency pitch involving the major multinational agency networks.
“We saw in Innocean a willingness to offer us ideas that reflect a sound understanding of the consumer and a team that is passionate about building a brand based on our vision,” said Abdullah Mohammad, Chairman of Buraq India.
The second business won by Innocean is the candy brand FRU from Dharampal Premchand Ltd. The group is well-known for its products under the brand name ‘BABA’. This business too was won in a multi-agency pitch and had many prominent agencies in the fray. According to Gaurav Gupta, Director of Dharampal Premchand, said, “Our group is looking at confectioneries as an area of strategic thrust. We will bring a clutch of innovative products into the market and are targeting a broad range of consumers ranging from kids to teens to young adults.”
FRU is a juicy jelly candy which contains more than 35 per cent natural fruit juice. Currently it is available in five variants: orange, guava, Mango, strawberry and kacha (green) mango. Its competitors are Jellicious from ITC, Fruitdrops from Parle, Falero from Mapro and Alpenliebe’s Juzt Jelly. The brand will deploy a multi-media strategy covering radio, cinema, OOH, TV and on-ground events to promote itself. It is being rolled out in a phased manner and is currently available in UP, Rajasthan, Delhi, Gujarat, MP, Haryana and Punjab.
Commenting on the wins, Vivek Srivastava, Jt. MD of Innocean, said, “We are immensely excited with these wins. There is an opportunity with FRU to take on the some big names in the candy business with a differentiated personality and build a vivacious brand. Moreover, the vision shared by the client is breathtaking and one can expect some interesting marketing initiatives very soon.”
Srivastava added, “These wins have strengthened our resolve as well as showcase our intent to grow in the Indian market at a faster pace. We value the trust placed by Dharampal Premchand Ltd and Noor-us-Sabah Residency in the capabilities of our team. We will keep enhancing our capability set in a dynamic fashion to serve all our clients proactively.”
The agency is aiming to expand its service portfolio. Additional investments are being made in the digital business. A specialist division that will offer services in the area of showroom/retail branding is on the anvil.
Arjun Modayil, Executive Director of Innocean, said, “We at Innocean aim to be a real integrated communications agency addressing all aspects of a brand’s communication under one roof. We are bringing the silos down and making it all go hand in hand.”