Lowe Kolkata has won the creative duties for SREI, a private sector infrastructure financing company and one of India’s leading non-banking financial institutions. The incumbent agency is Grey.
Lowe Kolkata was selected following a multi-agency pitch which involved submission of creatives and two rounds of presentations. The shortlisted agencies also included Rediffusion Y&R.
DK Guha, senior vice-president, Lowe Kolkata, was optimistic about the win, “Despite the economic slowdown, the company is strong and vigorous about its marketing plans.”
Braj Kishore, vice-president and head, brand management, SREI, commented, “With the mandate of advertising getting bigger and more significant in the creative sense, it made sense for us to appoint an agency which would be able to look after our needs as we are a growing brand.”
He also mentioned that, “We realise that the company needs to possess brand values and attributes, which we attempt to look at through our branding and advertising plan. The purpose was to appoint an agency which is locally strong and able to work out of Kolkata.”
Lowe will take over the account on December 1. Kishore expects the ad spend to be Rs 10-12 crore. It has a dual communication plan: first, to reach out to the general consumers of infrastructure (B2C), and second, to reach out to target groups such as investors (B2B). It will also consider product specific campaigns.
The media mix under consideration is heavy on print, mainly trade journals and magazines. Television and outdoor are also being considered.