Mumbai: Shapoorji Pallonji group owned Eureka Forbes that is staying relevant in the market for the past 25 years, whose media duties rested with Triton Communications, has called for a pitch.
Market sources in the know revealed that Eureka Forbes that owns the oldest water purifier brand Aquaguard had put its Media account under review recently and invited leading agencies Madison, IPG, Wavemaker and incumbent agency Triton Communications for the Pitch. The decision is part of companies focus to rethink on communication strategies.
The Media review process is likely to be started on 26th February 2018 and continue until the presentation of all the agencies gets completed. The volume of the Business of Eureka Forbes is estimated to be around Rs 60 to 80 crore.
With over a dozen major competitive brands in the market, an overhaul has become imperative to stay relevant and fight off the challengers.
Eureka Forbes started out as a direct sales company in 1992 and launched its retail business 13 years ago. It has 15 million customers in 1,500 cities and towns. Brand Aquaguard commands 67% market share in its segment as per the recent survey conducted by the company. Eureka Forbes has traditionally been a media-shy company, but there is a change in company’s strategy that understood the importance of a brand to be seen and heard more often. The company has for the first time used a celebrity endorser in actress Madhuri Dixit for its new campaign due to the changing customers call for changing strategy.