Delhi-based Arms Communications has bagged three large north-based clients that will diversify the agency’s brand portfolio.
Two of the new additions, Cremica and English Oven are FMCG brands while the third, Trident Home Décor, is a furnishing major.
Arms will help Cremica to compete against established brands from Britannia as well as Parle stables, making Cremica biscuits the brand of choice among discerning consumers. Similarly, Arms will help English Oven bridge the gap with category leader Harvest while helping the brand to expand by launching new, value-add products.
Cremica and English Oven were earlier served by Publicis.
The third mandate is from Trident, the world’s largest manufacturer of towels and bed linen and India’s largest exporter in this category. Trident is gearing up to launch the brand in India and become a leader in the category over next three years. The agency’s challenge will create a competitive positioning for the brand in an industry long-dominated by established players.
Commenting on the account wins, Reet Ahluwalia founder and CEO of Arms Communications said “what weighed in Arms favour was the agency’s long experience with entrepreneurial clients such as HCL, NIIT, Fortis, Realaxo, Luminous and VLCC. Today, companies look for nimble, quick-footed agencies, adept at dealing with a fast-changing consumer landscape.”
All the three clients wins are big opportunities for Arms to prove its mettle in new arenas, Ahluwalia added.