Clayground to handle creative duties for Apollo Cosmetic Clinics

The young creative agency led by Vandana Katoch won the business after a multi-agency pitch; this is Clayground Communications' first account win after completing a six-month exclusivity clause with the Jaypee Group.

Healthcare services provider Apollo Hospitals Enterprise has appointed Clayground Communications to handle the creative mandate for Apollo Cosmetic Clinics, its cosmetic treatment services division. The agency that was launched earlier this year by Vandana Katoch won the account following a couple of pitch rounds that involved a few other agencies.

This is Clayground Communications' first big win after it completed a six-month exclusivity clause with the Jaypee Group, an account it began with as it set up shop in New Delhi. The agency also handles the creative mandate for Reiz Electrocontrols, a manufacturer of LED luminaries.

According to Katoch, it was the agency's passion, energy and quality of work that helped it to bag the Apollo Cosmetic Clinics business. Katoch is armed with years of creative experience at Contract Advertising and DDB Mudra.

The Apollo Hospitals group launched its cosmetic surgery clinics in 2010 and is present in Chennai and Hyderabad. It offers a complete gamut of cosmetic enhancement treatments.

Katoch finds the mandate challenging but stresses that the agency is up to the task. She adds that while there is a certain worry on people's minds when it comes to cosmetic surgeries, it can be wiped out if the clinic is well-equipped and the surgeons are good enough. The 'Apollo' brand will carry a lot of weight, she adds.

"There is also a danger of overpromise when it comes to communication in this category. Cosmetic treatments promise a boost in appearance and there are enough clinics that assure 100 per cent change. We will act responsibly with Apollo Cosmetic Clinics,"

she says.

The forthcoming communication will be divided into two phases. The first phase, till March 2013, will be led by print, radio and activation, and will be scaled up thereafter.