Pest Control (India) hands over creative duties to Eggfirst

The digital account of the company has been handed over to Gozoop, while the media agency for the company is Apex media.

Eggfirst, a Mumbai-based creative agency, has recently bagged the creative mandate of the pest control major, Pest Control India (PCI). The company had called for proposals from a few agencies and after evaluating the same, Eggfirst was chosen for the creative mandate.

Eggfirst shall be responsible for driving brand PCI and its repertoire of products and services for the year 2013-14.

Meanwhile, the company has also handed over its digital account to Gozoop, while its media mandate has been entrusted with Apex Media.

PCI is looking at redesigning its brand identity and was on the lookout for an agency that could understand its revitalised brand essence as well as the TG, and draw out a highly strategic creative plan to strengthen PCI's hold on the market.

The company aims for a new brand identity that reflects more than just a pest control service provider, to be a protector of one's environment and world. Eggfirst's mandate is to ensure that the new positioning is communicated through an appropriate creative strategy.

Interestingly, till 2007, the company had never turned to television for advertising, despite having spent 53 years in the industry. The company appointed Network Advertising to create its first ever TVC.

Joshua Rao, executive director, PCI, says, "PCI is known in the market as a trusted and reliable pest control brand, but not everyone knows about the vast variety of pest management services we offer. Also, we wanted to make people aware that PCI is not just another pest control operator; we have amongst the most advanced R&D facilities with state-of-the-art quality control and safety measures. Eggfirst was able to capture this vision perfectly and understood the image we wished to create in the market. Their strategy to make this happen convinced us all that Eggfirst was the right agency."

Eggfirst claims that its identification of specific pain-points and a unique strategy to address them tilted the scales in its favour. Eggfirst also scored high on domain expertise, having earlier worked with Bayer Environmental Science.

Ravikant Banka, CMD, Eggfirst, says, "PCI is a trusted brand with a legacy of over five decades, the biggest in pest control in India. For us, it is an opportunity to infuse fresh energy in the brand and take it to newer heights."

For the record, PCI is a privately owned company, established in 1954. It offers a comprehensive range of professional pest management services and quality products and equipment through a countrywide network of over 150 offices and 3500 employees.