Afaqs: Quadrant Communications will handle the creative duties for Mumbai based Alliance Tire Group and TBZ Nirmal Zaveri. The Alliance Tire account was won via multi – agency pitch while for TBZ there was no formal pitch. Both the business accounts are estimated at Rs 10 crore.
Alliance Tire Groups is a proud of owner of brands in America, Europe, Australia and South America, and is a global maker of off-road tyres. Rajan Narayan, president and CEO, Quadrant Communications says, “For us, the first thing is to create a complete brand plan for them.” The agency will have to handle communication for company in all the geographies based out of India.
“Since the company targets audiences that are at opposite ends of the spectrum, we need a different kind of media mix. So, the first thing which we will communicate is the positioning of the brand, which is that of leadership,” Narayan tells afaqs.
The agency, which bagged the account two days back, is working towards creating a two-fold communication. “The two things we are focussing on is first, their leadership advantage at a global level — saying that you are buying products from a leader. The other is communicating the functional benefits of the brand at a local level,” Narayan elaborates on the communication strategy.
As for the media mix, the agency would mainly target print and activity-based plans. “However, these are still in the inception phase, since we have recently bagged the account. But we’d be focussing on creating different types of strategies for the two TGs,” says Narayan.
Quadrant has also managed to win creative duties for TBZ Nirmal Zaveri, the jewellery salon by designer, Nirmal Zaveri, who comes from the lineage of Tribhovandas Bhimji Zaveri. Quadrant has worked with the company earlier. “At that time, the client decided not to go for communication. But this year, they decided that the media focus has to be brought back,” says Narayan.
“We have worked with them in past and have found them competitive. So, we got them on-board to take the brand forward and work on brand building,” Harsh Trivedi, president, TBZ Nirmal Zaveri tells afaqs!.
The agency has been appointed to target mainly the retail customers in the mid HNI (high net-worth individuals) segment. “The mandate given to them is to take the brand forward. At present, we are catering to niche clients. We want to cater to high-segment HNIs and we also want to target the mid-segment,” says Trivedi.