Creativeland Asia Announces Six Major Business Wins in 2015
Eight year old independent agency Creativeland Asia (CLA) known for its work on large brands like Cinthol, Frooti, Audi, Mercedes and MTS telecom is back with a bang.
CLA has signed on integrated mandate for Domino’s Pizza, Godrej No1 soaps, the Rs. 1000 cr soap brand from Godrej group, the prestigious Indian Express Newspaper, She Comfort Sanitary Napkins from Emmami Group and the digital mandate for Jet Privilege.
The total spends size of all these brands put together is estimated at Rs. 250 cr. The pure revenue to CLA could be estimated at Rs. 21 to 25 cr which would not only compensate for the Parle Agro split in January but actually adds more than double the revenue the comapny lost.
On the big wins, Sajan Raj Kurup, founder and creative chairman of Creativeland Asia said: “We stepped up the game when it was required. Every one did their bit as planned and the results are quite obvious. We have added substantial new business in the first two quarters of the year. Not a bad way to start a year I suppose. We have surpassed our target for the year in the first two quarters, so we have decided to opt for a slightly different business strategy for the rest of the quarters.”
For Dominos the apart from mainline work, Creativeland has been entrusted with integrated marketing duties which includes precision marketing and digital mandates as well.
Harneet Singh vice president marketing from Dominos said: “We needed more strategic and creative minds to work with us, as partners, to grow the brand and hence we selected CLA as our new agency partner in addition to our incumbent creative agency. We believe the strengths of CLA are very complimentary to our thinking and approach and together we can do some very interesting work on brand Dominos.”
For Godrej No1 the third largest Soap brand in India, once again Creativeland has been entrusted with integrated marketing communications mandate and to design and grow the No1 range including soaps face-washes and other NPDs.
Sunil Kataria, head of sales and marketing GCPL said: “We have been working with CLA since 2011 and one of the things that I really appreciate about them is the ability to come up with genuinely creative ideas for the big moments . One of the reasons they are able to do this is because the top leadership themselves get involved into understanding the brand essence and tonality in depth and that makes a difference.”
On the Godrej No.1 win, he added: “As we all know , soaps is a highly fragmented market and it requires a creative idea which not only connects with consumers but has a power to build equity for the brand in medium term . In the creative idea of " Tum hi ho No. 1 " presented by CLA , we saw this potential and that's made us choose them for this account.”
For Emmami, Creativeland will be relaunching its newly acquired She comfort Sanitary napkins. Apart from integrated marketing communications, CLA has been given the responsibility of redesigning and revamping the brand including its packaging design.
CLA will also take on the responsibility of revamping brand Indian Express with its integrated marketing communications mandate. Its multimedia campaign which involves print, TV and digital will hit later this week.
Currently Creativeland has over 140 people working at the agency across multiple disciplines and offices. On this new phase of Creativeland, Sajan Raj Kurup, founder and creative chairman elaborated: “As most organisations that are born in the internet generation, Creativeland has always been in a constant state of reinvention.”
“We have had eight awesome years, where work has always been centre-stage. During these years, we had also sown seeds of our own ventures that are outside of advertising and design. CLA 2.0 is going to be Creativeland in a different gear. We are preparing for the next 10 years. We have made some fundamental changes in our organisational structure and added a culture and marketing team,” he said.
“Our technology team is all set. We have also spun out or digital production department into a separate tech company called Creativeland Technologies which now houses end to end tech solutions spanning front-end and back-end solutions with a CLA edge. Our design team is looking beyond brands and identities alone and is venturing into retail, space, environment and infrastructure design.”
“In terms of people, we are a diverse set. From technologists, to economists, to UI designers, to writers, to designers, to sociologists, we have them all. And that’s key to CLA 2.0’s ambitions. Our new office in Bandra-Kurla Complex one of the fastest growing, global business hubs in India, is well-appointed to keep the team motivated."
Conscious of the long hours and the intense pressure the nature of our work commands, Kurup said he is making amends by ensuring the agency environment is fun and rejuvenating - from a leisure room with a pool table, a table tennis table and a foosball table, to a spa with massage chairs and hair treatments, and a pantry that is the size of the first office.
“But, like we have always maintained, it’s our work that will define everything. Our journey and our success. And creativity remains at the centre of things.”