RK Swamy Hansa wins mandate for TAFE

04 Jul,2012

By A Correspondent


The RK Swamy Hansa Group has won the mandate for Tractors and Farm Equipment Ltd. (TAFE Ltd). The pitch presentations spread across the last few months were from eight National and Regional agencies over several rounds of Credentials, Strategy, Creative, Media, Events, CRM and Analytics.


The decision was initially narrowed down to RK Swamy Hansa Group, Lowe and JWT and then to a 2-way encounter between JWT and RK Swamy Hansa. This win is significant since the RK Swamy Hansa Group is being called upon to provide TAFE all ATL (Creative, Rural Marketing and Media), BTL (Promotions, Events and Activation) and CRM & Analytics services.


VV Vijay Gopal, President (South & East), RK Swamy BBDO, said: “The collective expertise and deep insights that various entities of the RK Swamy Hansa bring is what enabled this win. Our task will be to enhance the equity the client has and deliver a unique customer experience.”


As part of this mandate, RK Swamy BBDO Creative, Hansa Customer Equity (Hansa Cequity), RK Swamy Media Group, Social^Rural Direction and Hansa Events & Activation will come together to offer specific services. Hansa Cequity and Social^Rural Direction, the specialist division of RK Swamy BBDO were critical partners with the Creative Agency during the pitch stage. Social^Rural Direction, with its strong understanding of the rural market and strong network, will develop strategy as well as implement the rural marketing programs and events for TAFE across different states. Hansa Cequity with provide focused CRM & Analytics programs to enhance pre-sales and post-sales experience. It will also leverage the power of data, analytics & insight-driven campaigns to every customer interaction.


RK Swamy BBDO will orchestrate the entire exercise of building the brand – Massey Ferguson. The agency will be the single point contact to the client.  While the Agency’s main focus will be on Strategy Planning and Creative execution for both ATL and BTL requirements, it would also ensure that all the divisions work in unison with the brand strategy to create the synergy for the brand.


The RK Swamy Media Group is entrusted with all media planning and buying work.


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