Crayons bags Saab creative mandate

The agency will handle all communications except television for the defence and security solutions provider in India.

Swedish defence and security solutions provider Saab Technologies has appointed Crayons Advertising as its creative agency in India. Apparently, the multi-agency pitch began in June, 2012. Crayons will handle all communication for Saab except television; it will handle print, online advertising and events.

According to Saab, the agency was chosen because of its extensive experience, appreciation of defence processes, and safety and security concepts in the creative ambit.

Lars-Olof Lindgren, head of market area India and chairman, Saab India Technologies, says, "Crayons is expected to facilitate creation of a distinct market space for Saab and establish its presence with all stakeholders in India. With this new creative partner on board, Saab will be well equipped to handle the creative translations and innovation requirements for India market."

Susanne Dalskog, vice-president, communications, Saab India Technologies, says, "The ambition was to find a creative partner to work together with Saab with the brand platform in India market and become an interface between marketing and communication. With its strategic understanding and strong production abilities at communication concepts, Crayons will be able to do a very good job."

Crayons president Ranjan Bargotra says, "This is a totally new category for us. Saab (a regular at AeroIndia exhibition in Bengaluru) wants to create awareness about the brand and what it stands for in India."

Saab was set up in 1937 and the first Saab aircraft took to air in 1940. The company has been present in India for the last three decades. Its businesses extend to aeronautics, dynamics, electronic defence systems, security and defence solutions, support and services and independent subsidiary combitech. For the Indian market, Saab developed Gripen IN, an advanced fighter aircraft.