Triton Communications has launched ZtoA Marketing Solutions under the leadership of Preeti Sawarkar as its CEO. The aim is to cater to the needs of a challenging market place and the ever-growing demands for effective and creative solutions for BTL, rural marketing communications and events.
Triton Communications has created some successful advertising and marketing campaigns for brands over the past 26 years.
Sawarkar said, “The market needs innovation. Traditional practices find no place in challenging times like these. As the name suggests, ZtoA is a reverse way of solutions thinking. It is a bottom up approach of thinking, moving away from conventional mediums to innovation. The key services provided by ZtoA will include activations, rural communications, retail and events.”
Sawarkar added, “ZtoA believes that the next wave of business will be in the booming rural markets and towns where the purchasing capacity is increasing exponentially. The opportunities are vast, but brands will need to understand the psyche behind the purchasing behaviour of consumers in this segment. The government is already playing a great role in encouraging the agricultural and rural sector, and has introduced variety of policies for rural development. The Digital India Movement is also having an impact in rural markets. This, clubbed with healthy media penetration, has resulted in the rural market growing at 10-12% p.a. This calls for an innovative approach to penetrate the rural markets through effective and strategic marketing solutions. At ZtoA, we believe we are equipped to do so.”
ZtoA has brought on board a strong in-house operations and creative team that possess the required arsenal to deliver effective solutions through creativity, conceptualisation, a 360-degree solutions approach and pan-India execution capabilities.
Ali Merchant, Founder Director, Triton said, “We are happy to have Preeti Sawarkar lead the business as CEO. She possesses 16 years of rich industry experience and we are certain that she is fully equipped to take this business vertical to the next level, providing relevant and cost-effective solutions to our current clients and also a host of new clients we look forward to serving in this space.”
In addition to its primary office in Mumbai, ZtoA has branches in three other cities in India – Ahmedabad, Bengaluru and Delhi and has a well-oiled operations network across 1,800 towns. Partnering Sawarkar is a highly experienced Operations Head with exceptional drive and understanding of rural markets, buying patterns and localised preferences, which will help meet clients' requirements to build their brands in the rural space.