TPRG Fragrances, a 102-year-old business within the fragrances and personal care category, has appointed Digitally Inspired Media as their integrated marketing agency.
As part of the mandate, the company has also announced the consolidation of its incense and aroma product categories under a new brand âGN 1917â.
Manish Kishore, CEO & Director, Digitally Inspired Media said, "Over the last few years, we realized that digital agencies across the country had developed technology and platform-specific competencies, but often failed to integrate their offerings with strategy and consumer-led creativity. Unfortunately, traditional agencies werenât truly integrated, nor thinking digital first, which is why we believed that an agency that could effectively blend strategy, creativity and technology would soon be the only agency a business needs. Working with a legacy brand like T.P.R.G Fragrances who treats us like a partner and gives us an equal seat at the table to influence and accelerate their business, helps us come out with our best work."
Pragadeshkar Ramesh, Director, TPRG Fragrances, commented, "The story of our company trails back to 1917 when it was started as a trading house dealing with Aromatic Chemicals, Raw Materials for various Aroma and Personal Care Products. And after over ten decades, today we are one of the leading manufacturers of Instant Sambrani Sticks and for the past two decades we have been manufacturing various pooja and speciality products under the umbrella of "Kangaroo Brand". This year, we have launched "GN 1917". Conventionally, we have been focusing on 'Brick and Mortar' and our existing marketing activities have been on those lines. So, with the launch of 'GN 1917' we are planning to expand our business beyond and are looking to catch up with this rapidly growing digital world. We were looking for someone with integrated expertise in digital marketing, branding, ecommerce, etc., and found our ideal partner in Digitally Inspired Media. I would gladly say they are the best. The journey thus far has been amazing as they clearly understood our vision and are working together towards achieving our long term goals. We love how they constantly come up with innovative ideas and approaches while being perfectly cognizant and considerate of the companyâs traditions and heritage. Weâre looking forward to a long and fruitful relationship with Digitally Inspired Media."
Surej Salim, CCO & Director, Digitally Inspired Media said, âWe are extremely excited about the opportunity to work with a legacy business like T.P.R.G Fragrances which has organically captured a sizable portion of an otherwise unorganized category. The companyâs senior management and core team are a pleasure to work with and are very clear with their vision. Their legacy shows not only in business but also in the way they treat their team and ours which is a breath of fresh air in todayâs market. Our Chennai office has a whole new refreshing scent since we began on this journey with the teams excited to sample the very many SKUs the brand has across the fragrances category. This win also reflects the emergence of traditional powerhouses in ROTN (referring to rest of Tamil Nadu excluding Chennai) that are looking to scale via the digital ecosystem.â
Jeff Thomas, VP - Strategic Planning added, âThe growth of agarbatti industry in India has been largely driven by evolving consumer demands. This has created category expansion opportunities within the lifestyle segment - first as a room freshener and more recently complementing meditation and improving mindfulness. We have seen brands leverage these trends in international markets over the last few years and hence provides excellent circumstances for us as we work on a digital go-to-market strategy. TPRG Fragrances is an extremely exciting account for us on several counts. It gave us the opportunity to contribute to the story of a 102 year old business and be a part of its transformation through the digital age. This win also gives our teams hands-on exposure to developing, implementing and optimizing consumer retail strategies with an agility often common only amongst challenger brands in competitive categories.â
The account will be handled by the agencyâs Chennai office and adds to their existing roster of clients including Saint Gobain India, Gold Winner Refined Oil, Star Sports Tamil, Cardia Life, Dheepam, etc.