AMO Communications to handle the creative mandate for Tatva edible oils

The business was won following a multi-agency pitch; a national campaign will be launched in a month.

Following a multi agency pitch that was initiated in December 2011, AMO Communications has bagged the creative duties for Tatva nutritionally enhanced edible oils. The brand is a new one that the agency has been entrusted to launch nationally.

Manish Jain, director, Tatva says that the strategy and creative approach presented by AMO Communications was most impressive and won the agency the business.

Elaborating on the brand, Jain says, "The current health and wellness sector is witnessing a plethora of brands and claims. Tatva is a relatively new entrant in the nutritionally enhanced product category. We are launching 100 per cent organic natural products, which are beyond basic hygiene."

The agency was briefed to make the consumers aware of the extra benefit, apart from the nutritional rich elements one gets from such health-related products and help Tatva gain a strong foothold and leadership position in the health and wellness category.

Jitendra Khokle, chief operating officer, AMO Communications, says, "The agency plans to initiate some aggressive, integrated brand building and positioning exercises through various media activities."

AMO Communications will design a national campaign to be launched tentatively in April. The campaign will involve a mix of ATL (above the line) and BTL (below-the-line) activities. The brand plans to make selective use of television for the niche market. The emphasis will be on BTL activities involving customer interaction and sampling, besides promotions through print, outdoor and online advertising.

The business will be handled by the agency's Delhi branch.

The ad spend for the brand for the current financial year is being finalised, says Jain, adding that it will be in sync with the creative strategy.