Guava Creative Solutions bags SUD Life, Jotun paints accounts

The agency will be responsible for 360-degree communication strategy for the brands.

Guava Creative Solutions, a Mumbai-based advertising agency has won the two accounts of SUD Life (Star Union Dai-Ichi Life), as well as that of Jotun paints. SUD Life, an insurance company, is a joint venture between Bank of India, Union Bank of India, and Dai-Ichi Life.

The Jotun account is worth Rs 20 crore.

In conversation with afaqs!, Vikisha Mehta, creative director, Guava Creative Solutions, says, "As an agency, our objective is to do what is best for the brand, and today, to restrict yourself to one channel of communication is not ideal. Whether we talk about SUD Life or Jotun paints, our aim is to reach out to the right set of audience using a 360-degree communication strategy. Jotun paints is more heavy on digital marketing."

She further adds, "Both accounts have a large B2B component which will be a focal point, too."

Talking about the pitch, Mehta says, "SUD Life had issued a tender which was followed by a pitch, so I'll be naïve to assume that we were the only agency. For Jotun paints, we competed against six other agencies to emerge triumphant."