Serama Energy assigns new herbal water brand to What The Hell?
What The Hell? has won the account on the back of a multi-agency pitch that took place in January 2012. Wizmore Communications is the media AOR
Tapping into the health benefits of Mas Cotek (Ficus Deltoidea), a plant species native to Malaysia, Serama Energy India Pvt Ltd is launching, what is being claimed to be India’s first herbal mineral drinking water in India. The yet-to-be-named brand will be launched by the end of April 2012.
Delhi-based agency What The Hell? has been roped in to handle the creative duties of the brand, while Wizmore Communications, the media wing of What The Hell?, will be handling the media duties.
A budget of Rs 10-12 crore has been earmarked for the first 3-4 months, which will cover the launch of the brand in the Delhi-NCR region.
Confirming the development to exchange4media, Singh, the promoter of Serama Energy India Pvt Ltd, said, “We decided to assign the account to What The Hell? following a multi-agency in January this year. We loved the freshness in the approach and the ideas given by What The Hell? The positioning they proposed to us is also very apt for a product like this, hence, we decided to go with them.”
He further said that the water brand would be in the premium category.
Commenting on the win, Dhiraj Kumar, Director, What The Hell?, said, “It’s a big win for What The Hell? We are creating a new product category (herbal drinking water) for the brand. It will be very interesting to see how the category grows. But, we will ensure Serama has the first movers’ advantage.”
He added that the objective would be to make the herbal drinking water a daily consumption product. Speaking about the health benefits of the herb Mas Cotek, Kumar said that it helped regulate blood pressure, reduce blood sugar level, treat migranes, delay menopause, reduce cholesterol and helped cure acne, among other benefits.
The product is currently available under the brand name Aquagold herbal drinking water in the Malaysian market, and will be exported to India. However, the brand will be known under a different name in the Indian market. The water will be bottled, packaged and labeled in Malaysia. Singh informed that a year or so after the brand’s launch in India, the company would be looking at setting by bottling plants in the country.
Given the high cost of the product, the brand was targeted at NRIs, expats, HNIs, people who consumed brands like Evian and Perrier, informed Aman Mishra, who heads client relations along with account planning at What The Hell?
Serama Energy India is eyeing mostly institutional sales to push the water brand. Mishra said that the advertising would be very targeted. “We will carrying out on-ground activations to promote the product. We will be setting up kiosks for sampling of the product at areas frequented by NRIs, HNIs and so on. We are looking at the T3 terminal at the IGI Airport, 5-star and 7-star hotels and pubs, also specialised cab services that send cars like BMWs,” he added.
These activities would be supported by advertising on radio, television and outdoor. For television, channels like TLC, NDTV Goodtimes, History and Star World, among others, are being targeted. The ad campaign is expected to break just ahead of the brand’s launch in April.
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TOP STORIES
Reckitt Benckiser calls for media pitch worth Rs 450 crore
Flashed on Friday: The pitch process reportedly kicked off a couple of weeks ago and leading agencies including incumbent IPG Mediabrands and Publicis are believed to be contesting it fiercely
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exchange4media reached out to all the stakeholders but did not get a response from any of them at the time of filing this story.
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Varun Channa, Sr. VP and Managing Partner for JWT's business unit PO1 confirmed this development with exchange4media.
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