MUMBAI: Triton Communications has lapped up the creative and media mandate for Orient Home Appliances business, a new division of the CK Birla Group-owned Orient brand.

The win comes after a multi-agency pitch that was called two months ago in which around four agencies participated in the pitch.

Confirming the news, Triton Communications director Munawar Syed said, “It’s true that we have bagged the mandate of Orient home Appliances. We are in receipt of the offer letter from orient and have already started work on both the creative and the media fronts. Our Delhi office is handling all the work of the client.”

Orient is a heritage brand, having earned iconic status through its ceiling fans and paper technology products. The company is now set to launch a range of top-of-the-line kitchen appliances, domestic heating and air solution products in a phased manner.

The first phase of the rollout of Orient appliances will begin in the end of September and will continue till November. All the products will be positioned in the premium category. Orient plans to use traditional and modern trade channels for product distribution.

Triton has earlier won the creative duties of Digiworld, Videocon Group’s retail business. Other brands handled by Triton Delhi include Hamdard, Delhi Press, Travel House and Grasim Suitings among others.