Indiantelevision.com Team

(28 August 2007 2:12 pm)

MUMBAI: In a multi-agency pitch, Percept Holdings' integrated marketing communications arm Perspectrum Consultancy has bagged the account of the Ajmal Group (Dubai).

The size of the account is pegged at Rs 40 million, according to an official statement from the agency.

Ajmal is a premiere perfume manufacturer. The company plans to launch its French line of perfumes in India, for both male and female, in Mumbai and Delhi by November.

Perspectrum CEO Debashis Das said, "This win is very special for Perspectrum. It was a tough and a very competitive pitch. What got us through is our understanding of a very challenging category and our capabilities in generating innovative ideas that were both unique and relevant and highly sustainable in the long run."

Ajmal Group DGM Abdulla Ajmal said, "Perspectrum has scored high on the innovative ideas in our final review and this would be a key area to work on even in the future."

Perspectrum VP Evarist Rego stated, "Though Ajmal manufactures both oriental and French perfumes worldwide, our research in India stated that brand Ajmal was more known for its oriental perfumes.

"Therefore, our task was two-fold – present a strategic recommendation that showcased Ajmal as world’s most admired and used French perfumes and use our proprietary tools, 'identity' and 'gene' to understand our core TG and give ‘lead insights’ about the TG."

With the launch of the seven brands, the Ajmal group has set a sales target of 100,000 units in its first year of operations in India, adds the release.

Unlike its international operations of selling their brands through self-owned outlets, Ajmal in India will sell their brands through departmental stores. It also plans to sell deodorants in India in the near future. It is still finalizing on their final seven brands to hit the Indian markets.