Triton Communication bags creative duties of Greenways Foods & Beverages

The agency will help in the national relaunch of the company's three brands.

Greenways Foods & Beverages, a part of the Pushpam Group, has appointed Triton Communications as its creative partner. The agency won the account after a two-month multi-agency pitch process, which began on January 13. Triton's Mumbai office will service the account with an aim to create a strong communication strategy and strengthen the brand presence of its three brands - Notty (fortified fruit drink), I Can (energy drink), and Lounge Myx (range of classic mocktails) in the beverage category.

Lounge Myx was designed and handled by Alok Nanda & Company, while Notty and I Can were handled by Pune-based Seagull Advertising, earlier.

Dr Sachin Chopda, managing director, Greenways Foods & Beverages, says, "Triton Communications' understanding of the sector and our vision, coupled with the innovative theme, made us choose it."

Vinod Gaikwad, general manager, marketing and sales, Greenways Foods & Beverages informs that the agency's clutter breaking work for some of the brands and its understanding of the consumer psyche gave it an edge over the others. In addition, the team's experience of about 8-10 years also helped, Gaikwad adds.

Gaikwad reveals that Greenways plans on an organised national level relaunch of its three brands, which were launched last year, in May this year. "We want Triton Communications to handle complete creative and communication strategies for all the three brands. As this will be our first year of operations, we will have a complete 360 degree support with above the line (television commercial is in the offing) and below-the-line activities, with special thrust on brand visibility at points of purchase," Gaikwad says, and adds that while Greenways focused on distribution last year, it will concentrate on a full-fledged marketing approach now. Apart from presence in 45 cities and about 25,000 retail outlets, Gaikwad says that it wants to increase penetration in 25 select cities this year.

In fact, Greenways is in talks with celebrities to endorse its energy drink and mocktail brands, while its fruit drink brand Notty is endorsed by Chhota Bheem (shown on Pogo channel). When asked whether that would substantially increase the communication/ad budget, Gaikwad, without giving out any figures, says, "We are working on a five year plan and are committed to build the brand. There are no constraints of budget, as we want to reach our set targets. Besides, when we take on a celebrity, we want to ride on the celebrity's popularity in enhancing the brands' popularity." Interestingly, Gaikwad, heads the marketing and sales operation of the company, came on board a few months ago.

Renton D'Sousa, CEO and national creative director, Triton Communications, says, "We have a track record of launching Indian brands and creating market leaders in the categories they operate in, in a short time. Our wealth of F&B experience and understanding of the new age Indian consumer is sure to give established competition a run for their money."

Pankaj Arora, head, strategic planning, Triton Communications says that the beverage category in the country is cluttered with all the big brands in the fray. Therefore, sharper segmentation coupled with an innovative creative approach will generate a lot of excitement in the category.

Amongst Greenways Foods & Beverages' three brands, Notty is targeted at the 4-10 year-old age group; I Can is aimed at 18-25 year age group; while Lounge Myx, a range of non-alcoholic mixers created by a crew of professional bartenders, caters to the age group of 25-40 years.

Notty is available in four flavours - strawberry, pink guava, mango and multi-fruit.

The Pushpam Group is a 40-year-old, family-run company with interests in F&B, IT, agriculture and distribution.