MindShare Chennai has won the Gati account, after pitching alongside two other agencies for the role of the company’s AoR, agency of Record.
“MindShare has been brought on board because they lived up to our expectations – their understanding of our product portfolio and delivery has been bang on the brief. We have launched a new service, Air Express, and truly, it was great to see that the agency actually had a sales-led plan in place for the brand, which caught our eye,” said Anil Atri, Chief Sales and Marketing Officer.
The trigger for the pitch was a new service that is being launched by Gati called Air Express. Air Express provides door to door service for commercial consignments, samples and bulk packages. The service is uses air, road, rail, etc. and hence is multi-mode. The company is looking at a media mix of television, outdoor and print, and wants to go beyond just press ads for its various services. Gati is hoping to attract a clientele of businesses, corporates and small and medium enterprises for this new service.
The company has recently opted for a makeover, with a new corporate identity in 2006. This move is an extension of their overall plan, and reportedly their budget is approximately Rs. 2 crore.
“Connectivity and timely delivery will be the essence of our positioning; through a study, we have found out that the Indian trade needs more emphasis on these two factors. The need to reach the secondary markets is more pronounced now than ever before. We are no more confined to metros, but helping Indian trade and commerce to reach out to every consumer, wherever he may be. With a coverage of 594 districts of the total 608, our brand is positioned as ahead in reach,” elaborates Atri, on the brand and positioning of the product.