Royal Orchid Hotels has decided to hand its creative duties to Pickle Advertising Bengaluru, Lowe’s second agency, whereas its media duties have gone to Lintas Media Group. The size of the business is estimated to be Rs 3-4 crore.
This is the first time Royal Orchid has roped in agencies to having a national network, previously they worked with local ad agencies and did its own media buying. A combination of media vehicles such as print, OOH, direct marketing and digital will be used for their campaign. Television may also be used although at a later stage.
Talking about the acheivement GS Shridhar, branch head and creative director, Pickle Bengaluru, says, “The decision by Royal Orchid Hotels to work with us vindicates our belief that agility, passion and strategically rooted creatives are the mantra for a robust client-agency relationship. Royal Orchid has a range of properties such as heritage, leisure and business, which cater to different categories of travellers. This will give Pickle a wider base for its creative work.”
Keshav Baljee, joint promoter, Royal Orchid Hotels, said, “We liked Pickle’s thoughts on the brand.”
Sumeet Chatterjee, President, Pickle Advertising, says, “Royal Orchid is proof that today, frontline clients are seeking a different kind of engagement with their communication partners, which is based on compatibility rather than size.”