Rediffusion retains ITC's education and stationery business

The win comes on the back of a closely-fought pitch that saw the participation of Rediffusion (the incumbent), TBWA, and JWT, in the final round.

The new year has started on a great note for Rediffusion-Y&R Chennai. The agency has managed to retain the ITC education and stationery business. Senior-level sources in the advertising industry close to this development have confirmed the news to afaqs!.

The multi-business conglomerate was looking for a new ad agency for Classmate, Paperkraft, and Colour Crew, the brands on its education and stationery portfolio. The pitch was initiated in Chennai in October 2011.

In the first round, five-to-six agencies pitched for the business. Of these, TBWA and JWT, made it to Round Two. In the round that followed, the two agencies presented their work again, along with incumbent agency Rediffusion. It was the strategic prowess and fresh brand perspective that Rediffusion displayed in this round that helped it create an impression, claim sources.

ITC launched a four-film ad campaign for Classmate, a few months back. Conceptualised by Rediffusion-Y&R's Bengaluru and Chennai teams, the TVCs highlighted three specific benefits of a pen - water resistance, smoothness, and speed - through a love story. The agency had adopted the retro look for all the commercials. The communication was well-received at the time.

ITC made its foray in the education and stationery business in 2002, with the brand Paperkraft; this was in the premium segment. By 2003, it expanded into the popular segment with the brand Classmate. Together, these two brands offer a range of products in the education and stationery space including notebooks and stationery products, such as pens, pencils, and geometry boxes. The offerings available in ITC's education and stationery range are famed to be eco-friendly, and certified as being non-toxic products.

It now remains to be seen what the victorious agency will churn out for the account in 2012.