Mumbai: Tribhovandas Bhimji Zaveri (TBZ) - a leading name in the jewellery business - is undergoing a change in positioning. Says a TBZ spokesperson, the company plans to showcase its jewellery collection through creative advertising and business promotions. For this, TBZ has given the advertising and PR mandate to Madison Creative and Madison PR - part of Rs 380 crore Madison Communications.Ms Prabha Prabhu, executive director, Madison Communications informs that theagency will be creating a new advertising campaign for TBZ, its new client. "We will be
repositioning the brand with our communication strategy. With TBZ, we are currently working on our advertising plans," adds Ms Prabhu.
For effective brand building of TBZ, Madison Public Relations plans to kick off promotions and events to promote the store. Says Madison Public Relations president Ms Veena Gidwani: "To meet the changing needs of customers TBZ, a 135 year old store, is innovating many things. We plan to highlight this fact in our communications."
Prior to the shift to Madison, the Rs 5 crore TBZ account was handled by Prem Associates. According to Madison Communications chairman & managing director Mr Sam Balsara, "I am delighted at Madison Creative's win in a competitive pitch that involved six of the top ten agencies in India."
According to Ms Prabhu, in the last few months Madison has bagged a host of accounts which include Milton Plastics, Rasna Enterprises, Camlin and Som Distillers. "We bagged the Rs 3 crore Camlin account a fewmonths ago. And now it has grown to Rs 5 crore account. Recently, we have got the ad account of Jumbo Coil (Goodknight)," addsMs Prabhu.
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