Saints & Warriors wins CavinKare's upcoming snack business

The yet-to-be named range of products is slated to hit markets later this year; it will be targeted primarily at the youth.

Close on the heels of winning Garden Namkeens, CavinKare's traditional snacks range, Saints & Warriors has now bagged the creative duties for CavinKare's upcoming range of snacks.

Unlike Garden Namkeens, this new product range does not fall under the traditional umbrella, and instead, includes 'finger snacks' such as potato chips, and the like.

The team at the agency, as well as the CavinKare team, have confirmed the news to afaqs!.

There was no official pitch process involved. MEC is the media agency on the CavinKare account.

The name of this new brand is yet to be finalised. "The branding exercise is currently underway," informs Pushpinder Singh, chairperson, Saints & Warriors. The name of the brand is scheduled to be revealed to the masses at the time of the product launch. That is also when the advertising campaign will be broken.

afaqs! however learns that the product is essentially a youth brand, and will be targeted at youngsters. Though a more focussed positioning is yet to evolve as work on the brand is still in progress, the brand might use fun moments amongst youth groups in its upcoming communication.

Regarding the media mix of the impending campaign for this snack range, television will be the lead medium of communication, while other media channels will be thrown in to complement the brand's television advertising.

On a tangential note, it may be recalled that a couple of years back, CavinKare bought over the Mumbai-based FMCG manufacturer, Garden Namkeens. A traditional snacks marketer, the company was involved in the manufacture and sale of a wide range of 'namkeens' (salty Indian snacks) and sweets in Maharashtra, under the brand name 'Garden'. The new yet-to-be-named brand, however, will exclude all traditional snack products, and will include more of chips and other such non-traditional finger foods.

So far, the year has brought a fair share of wins and losses for Saints & Warriors. Earlier this month, the agency lost the Skoda business, one of its key accounts, but in March, the agency won SAB TV's creative pitch, one that fifteen agencies participated in.

It remains to be seen how the agency will position CavinKare's new snack brand, and how it will create effective communication for the same.