Trinetra Focus to revive SIL's digital communication

MUMBAI: Scandic Foods India has roped in Trinetra Focus Communications as the digital agency on record for its jam and processed foods products brand SIL. The account win is the result of a multi agency pitch called by the brand.

Trinetra Focus, the digital arm of Focus, will be consulting and managing the integrated online approach for the brand. The mandate includes managing of social media, SEO and digital advertising to create an effective impact amongst the audience for the brand. The team will adapt an integrated approach that will focus on creating consumer engagement and also generate returns on investment wit he help of the digital medium.

The company‘s media agency on record is Aegis‘ Carat Media. The agency won the account in 2010 and the media spends by the Scandic India are in the range of Rs 80 to 100 million.

SIL has had some prominent television ads in the past, but the brand has been dormant in its media presence for almost a year or so now. The brand divested by Marico Ltd in 2008 to Danish subsidiary of Good Food Group A/s Scandic India.

An official from Carat informs, "The brand has been quiet for some time. There are plans to relaunch the SIL brand with its entire gamut of products, including jams, ketchup, sauces, dressings and canned foods. The company is just waiting to iron out the creases in its distribution chain."

Trinetra Focus vice president Harsh Wardhan Dave said, "The brand intends to revive its communication and wants to start with the online medium. The goal will be to relaunch the digital communication of SIL and create awareness that the brand encompasses more products than just jams. The focus will also be on generating sales through digital communication via activities on various virtual platforms."

Through its presence on social networking website Facebook, the brand was able to collect feedback on kinks in its distribution chain. Since then, SIL has been trying to make its distribution more efficient. It will now look at taking things a step further on the digital medium and endeavour to generate sales on it.

Scandic Food India marketing manager Sanjeev Singh said, "Today, Sil is the No.2 brand in the Jams category and one of the leading players in processed food segment. There is a definite need for a planned and structured approach for engaging with our audience in the online space. With the ever increasing internet penetration, there is a need for consistent interaction at various touch points and one brand message being communicated effectively across all mediums of marketing. With Trinetra team having the right understanding of our long term objective, we are looking forward to see some great ideas and initiatives that will upscale our interaction with our audience for a sustained relationship."

Trinetra Focus Communications vice president Saumik Barua said, "As a major player in its segment, there is no doubt that the brand has already established its presence. With its current reach to the urban masses, it gives us the opportunity to create unique engagement points across multiple platforms with some great creative ideas. This also means connecting with certain ideologies in mind of the consumer and not just mere social engagement. Also keeping in mind the brand objective of scaling up its growth & reach to a wider base of audience, we have proposed some interesting initiatives along with customised services and we are pretty excited to start work immediately."

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