Tata Mutual Fund awards its creative duties to Eleven Brandworks

The development is the result of a multi-agency pitch that was initiated earlier this month.

Eleven Brandworks has won the creative mandate for the financial services brand Tata Mutual Fund. The development is the result of a multi-agency pitch that was initiated earlier this month.

The size of the account could not be ascertained at the time of filing this report.

Earlier, the creative communication for Tata Mutual Fund was being handled by Quadrant Communications.

Prateek Bhardwaj, founder-director, Eleven Brandworks, says, "The win is a bit sweeter for me personally because I have always been a big fan of the Tata Group and the way it operates its businesses. To have to go through various levels of the pitch process and to have marketing legends appreciate our way of thinking is a big morale-booster for a young agency like ours."

The group plans a 360 degree campaign, starting with brand building and positioning exercises through various above the line (ATL) communication such as print, electronic and out of home (OOH) advertising, as well as some rigorous below the line (BTL) activities.

Puneet Kapoor, founder-director, Eleven Brandworks, says, "Financial advertising has a tendency to become dull and clichéd, and add to the big clutter of similar-looking ads out there. Against such a backdrop, it is a great challenge for us to create some memorable ideas that stand out rather than blend in."