Creativeland bags Domino's, Godrej No 1, Indian Express in H1 of 2015

The total spends size of all these brands put together is estimated at Rs 250 crore. The pure revenue to Creativeland Asia could be estimated at Rs 21 crore to Rs 25 crore

BestMediaInfo Bureau | Delhi | July 27, 2015

Eight-year old independent agency Creativeland Asia (CLA) has signed on integrated mandates for Domino's Pizza, Godrej No1 soaps (the Rs 1,000-crore soap brand from Godrej Group), Indian Express, She Comfort sanitary napkins from Emami Group, and the digital mandate for Jet Privilege.

The total spends size of all these brands put together is estimated at Rs 250 crore. The pure revenue to CLA could be estimated at Rs 21 crore to Rs 25 crore, which would not only compensate for the Parle Agro split in January, but adds more than double the revenue they lost.

Sajan Raj Kurup

Commenting on the wins, Sajan Raj Kurup, Founder & Creative Chairman of Creativeland Asia, said, “We stepped up the game when it was required. Everyone did their bit as planned and the results are quite obvious. We have added substantial new business in the first two quarters of the year. Not a bad way to start a year I suppose. We have surpassed our target for the year in the first two quarters, so we have decided to opt for a slightly different business strategy for the rest of the quarters.”

For Domino's, the apart from mainline work, Creativeland has been entrusted with integrated marketing duties, which include precision marketing and digital mandates as well.

Harneet Singh, VP – Marketing, Domino's Pizza, said “We needed more strategic and creative minds to work with us as partners to grow the brand and hence, we selected CLA as our new agency partner, in addition to our incumbent creative agency. We believe the strengths of CLA are very complimentary to our thinking and approach and together we can do some very interesting work on brand Domino's.”

For Godrej No1 soap, once again Creativeland has been entrusted with the integrated marketing communications mandate and to design and grow the No1 range, including soaps, face-washes and other NPDs.

Sunil Kataria, Head of Sales & Marketing, Godrej Consumer Products, said. “We have been working with CLA since 2011 and one of the things that I really appreciate about them is the ability to come up with genuinely creative ideas for the big moments. One of the reasons they are able to do this is because the top leadership themselves get involved into understanding the brand essence and tonality in depth and that makes a difference.”

On the Godrej No.1 win, he added, “As we all know, soaps is a highly fragmented market and it requires a creative idea which not only connects with consumers but has a power to build equity for the brand in medium term. In the creative idea of 'Tum hi ho No. 1', presented by CLA, we saw this potential and that's made us choose them for this account.”

For Emami, Creativeland will be relaunching their newly acquired She Comfort sanitary napkins, Apart from integrated marketing communications, CLA has been entrusted with the responsibility of redesigning and revamping the brand, including its packaging design.

CLA has also been entrusted with the responsibility of revamping brand Indian Express with their integrated marketing communications mandate. Their multimedia campaign, which involves print, TV and digital, will break later this week.

Currently, Creativeland has 140-odd people working at the agency across disciplines and offices. On this new phase of Creativeland, Kurup elaborated, “As most organisations that are born in the Internet generation, Creativeland has always been in a constant state of reinvention. We have had eight awesome years, where work has always been centre-stage. During these years, we had also sown seeds of our own ventures that are outside of advertising and design. CLA 2.0 is going to be Creativeland in a different gear. We are preparing for the next 10 years. We have made some fundamental changes in our organisational structure and added a Culture and Marketing team. Our technology team is all set. We have also spun out or Digital Production department into a separate tech company called Creativeland Technologies, which now houses end-to-end tech solutions spanning front-end and back-end solutions with a CLA edge. Our design team is looking beyond brands and identities alone and venturing into retail, space, environment and infrastructure design.”

He further said, “In terms of people, we are a diverse set. From technologists, to economists, to UI designers, to writers, to designers, to sociologists – we have them all. And that's key to CLA 2.0's ambitions.”

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