Percept OOH bags Britannia's rural business

The account size is pegged at about Rs 2.5 crore

Percept OOH's Bengaluru office has won the duties of Britannia's rural business. As per the brief, the agency will execute a rural retail visibility drive for the newly launched Britannia Cookies.

Rajesh Amla, business head - Rural Vertical, Percept Out Of Home, says, "Percept Out of Home is focusing on the FMCG sector in a big way, in order to expand its presence in the rural markets as a service provider."

Amla states that Britannia Industries has empanelled Percept as one of its agencies. The company has ambitious plans for various rural and retail initiatives across India. "The ongoing campaigns of Britannia have further demonstrated our ability to deliver creative and innovative solutions across diverse markets," he adds.

The visibility drive is being executed across Andhra Pradesh, Tamil Nadu, Karnataka, Bihar, West Bengal, Orissa, Assam and six North Eastern states. The campaign, which started last month, will continue up to the middle of October.

The agency was assigned the task of connecting with retailers and providing long-lasting visibility solutions for brand Britannia. Thus, for the campaign, Percept OOH joined hands with rural retailers and has installed tin plates across 22,000 retail outlets, including 'kirana' stores, bakeries and tea stalls.