Indiantelevision.com Team

(25 October 2006 6:00 pm)

MUMBAI: Following a multi-agency pitch TBWA\India has won the Dukes business worth over Rs 80 million.

The incumbent agency was RMG David and Mindshare handles the media planning and buying.

Dukes plans to substantially step up its investments to generate consumer demand across the country in the next three years. Saatchi and Orchard were the other contenders for the pitch, states a release issued by TBWA.

According to the release, TBWA was able to clinch the account because instead of the usual pitch presentation, the agency took the Dukes management through its proprietary disruption process for setting a strategy and vision for the future.

TBWA VP South Kaustav Das says, "We understand the ambitions of the team at Dukes and are happy that they think of us as an ideal partner to face the challenges ahead. We are looking forward to the opportunity to work with them in disrupting the marketplace and carving out a larger share of the future for Dukes in each of its focus categories."

"TBWA's expertise in going beyond the conventional ATL/BTL modes of communications, and its ability to translate ideas into action on the ground, were the key factors in the selection of TBWA," stated Dukes director Vikas Agarwal.

In order to fulfill its national ambitions and grow further in a highly competitive market environment dominated by major International and National players, Dukes has reviewed its communications strategy for the promotion of its diverse product portfolio.