Fifth Estate bags Rs
30 million creative duties for Team
By HETAL ADESARA
Indiantelevision.com Team
(8 February 2005 1:00
pm)
MUMBAI: Chennai based Fifth Estate Communications has bagged the
creative duties for Team Mineral Water. The account is pegged at
Rs 30 million.
Team Mineral Water was launched two years ago. However, up till
now, there were no major promotions done around the product.
Confirming the development to Indiantelevision.com, Fifth
Estate Communications managing director Ganesh Baliga says, "It
wasn't a multi-agency pitch, we were invited to make a presentation,
following which, we won the account."
Elaborating on what made them bag the account, Baliga
says, "The USP was in the product and not in the advertising.
We just captured it in the most refreshing manner. Good products do
not need clever advertising. Just sensible interesting work."
Incidentally, Fifth Estate Communications also handles the creative
duties of Team Aqua Clean Water purifier. Baliga says that it was
a little premature to talk about the advertising that has been planned
but it would be something different. "When we break the campaign
people will realise the line of thought," he says.
