MUMBAI: Animation company Crest Communications is going from strength to strength. It is in the process of getting a new order which deals with the world's fastest moving toy.

The company, which has so far not conducted much PR activity, has hired Ad Factors as its agency of record (AOR). The agency will help get the message about the company's products and services across to the different media outlets.

Speaking to Indiantelevision.com, Crest Communications CEO AK Madhavan said that it had been a five agency pitch. "There were several factors involved in our decision. There was of course the issue of price. Then we are a listed company."

"Ad Factors was the most experienced of the firms in terms of helping us build investor relations. They have a strong presence in the equity markets and also a healthy international network."

Madhavan went on to add that it was more in India than abroad where the company needed to create more awareness. "Abroad we are anyway being written about. Shortly Time Asia and Time US will carry features on us. In India the awareness about animation needs to grow."

"While it is great that Indiantelevision.com has the news letter Animation Express the message will not reach those who do not use the Internet. Ad Factors will keep people in the print medium in the loop," Madhavan says.

Another strong medium for creating awareness is television. For this purpose Madhavan had recently done a series of interviews for CNBC and Doordarshan. This will help reach people interested in animation but who don't subscribe to any animation publications or services.

Besides the industry Madhavan is also keen that students studying animation know more about Crest. Madhavan, however went on to add that the company wouldn't be doing any ad campaigns in the near future.

Crest would be announcing its first quarter results in ten days time, Madhavan says.