Grasshoppers bags creative duties for Amkette

Industry sources estimate the size of the business at Rs 8-10 crore

Following a multi-agency pitch, the Delhi-based agency, Grasshoppers has bagged creative duties for one of the oldest manufacturers of floppy disks, Amkette. The company is looking at a revamp in the next few months.

Amkette called for the pitch about two months ago, and after several rounds of presentations that saw participation from about 10-12 agencies, selected Grasshoppers. Industry sources estimate the size of the business at Rs 8-10 crore.

On choosing Grasshoppers, Rajiv Bapna, director, Amkette says, "Grasshoppers' creative team's thought process was completely in sync with our requirements. There was a comfort level right from day one, which made it very easy to take a decision in their favour."

Grasshoppers' CEO, Arjun says, "Most of us have grown up using Amkette products. So, the team was already convinced about the brand's credentials when we started working on our strategy."

Amkette, for the past few years, has focused on reaching consumers in tier II and III towns, with competitively priced products such as CDs, keyboards, mice, USB card readers, and cleaning kits. About a year ago, the company launched products in the lifestyle segment.

Bapna says, "Now that we are launching lifestyle products such as Flash TV and FFDs, we want to reach out to the metropolitan audience as well. Thus, a decision was taken to go for a brand makeover and create awareness among the target group about our numerous offerings."

The upcoming campaign will target consumers between 18-35 years, who are users of

desktops, along with corporates. "The challenge would be to position Amkette as the most sought after brand in the lifestyle products segment. Our campaign over the next few months will focus on addressing this issue," says Arjun.

The new marketing campaign will be launched next month and would heavily utilise print, outdoor and radio.