Afaqs: Su-Kam the well known name for power back up solutions has now handed its creative duties to Hakuhodo Percept. It was in a multi agency pitch along with other three agencies that Hakuhodo won the account which was previously taken care by Crescent Advertising.
Vivek Dutta business director and National planning head Hakuhodo Percept on confirming the win told Afaqs, “Su-Kam’s advertising, so far, has been focused only on its batteries. Our strategy was to tell them that the brand was bigger and that consumers would connect better with the brand emotionally, than with just a single product.”
He further said, “We presented an integrated strategy that included both internal consumers (employees) as well as external customers. The internal customer plays a big role in projecting the brand outside,”
Apart from batteries, Su- Kam’s products range from UPS, battery chargers, equalizers and solar products. Su-Kam marketing head, Chetna Sundaram said they were impressed by the simple yet effectively work done on the brief offered to the agency.
In conversation with Afaqs, Sundaram says, “”We had initially planned on them handling only one product — Sealed Maintenance Free batteries. However, seeing their capabilities to pass the message with much simplicity for a layman to understand, we gave them the entire business,”
Sundaram said the first important job the agency has is to revamp the corporate brand image. The brand has allotted about Rs 15- 20 crore as marketing expenses for the current financial year.
Hakuhodo Percept has also managed to win the account for Evok, a home furnishing retail store for Hindware home retail. Hakuhodo Percept will help the brand connect and strengthen their relationship with customers.