Triton Communications Mumbai has bagged the creative and media duties for Nitco Tiles after a multi-agency pitch. The size of the Nitco Tiles’ ad budget is estimated to be Rs. 5 crore.
The creative brief was centred around taking forward the company’s innovation.
“We understood the problem of this category, which is perceived as a commodity market. The category of tiles is largely driven by design and is at a nascent stage when it comes to brand choice. Our task will be to make Nitco every consumer’s preferred brand by leveraging the many product innovations it has to offer,” says Samarjeet Shimpi, Senior VP, Brand Services, Triton Communications.
The account was previously being handled by a Mumbai-based agency, Prem Associates, which was brought on board around a year ago. Before that, Brand David handled the account for around five years. During that time, the media buying for print was managed in-house. Carat handled the media duties for the brand as long as Prem Associates was its partner. Now, with Triton coming in, the scheme of things will change.
The television commercial for the brand will be seen within a month. Says Nitin Sawale, GM – Marketing, Nitco Tiles, “The agency’s research found that this category was an under-communicated one; the research also dwelt on the consumer’s preferences in this category. Their strategy for the brand was what made us take up their services.”