The creative duties of Everest Industries’ roofing division have been awarded to Percept/H, a Percept-Hakuhodo company. The size of the business is pegged at Rs 8-10 crore annually.
Everest officials maintain that a formal pitch was not called for. However, as per records, MC2 (erstwhile Madison Creative) was the incumbent agency. The officials also maintain that they have not taken any decision on the media duties as of now. However, if they plan to go for heavy above-the-line (ATL) activities, they will consider Percept’s media wing as their preferred choice.
Amitava Mitra, senior vice-president, Percept/H Delhi, says, “It’s a great opportunity for us to work on an established brand like Everest, which has been around for over 74 years. This exceedingly challenging category will give us yet another opportunity to connect with the rural masses.”
Mitra maintains, “Since the immediate target audience in this case is rural, we will concentrate more on below-the-line (BTL) activities. Our indulgence in ATL, if at all, will be highly region-centric.”
The company has aggressive plans to launch a national campaign for their roofing solutions. There will also be a lot of BTL activity, rural activation programmes and innovative communication programmes.
Manish Sanghi, executive director, Everest Industries, says, “We were very impressed with the complete 360 degree solution – both marketing and advertising – that Percept brought to the table. This made us decide that Percept would be the right communication partner for our roofing range.”
As far as figures and percentages are concerned, Everest officials maintain that it is too premature to comment. However, the media mix and its percentage will be highly market needs driven.