Campaign India Agency Report Card: Saints & Warriors

Type of agency: Advertising
Company ownership: Independent
Key personnel: Pushpinder Singh, founder
Accounts won: Pantaloons, Cremica, Faber, Ticketvala
Accounts lost: None

Saints & Warriors kick started the year with a new campaign for its most popular brand Amul Macho, ‘Yeh to bada Toing hai’. The campaign was much talked about just like the previous campaign ‘Crafted for fantasies’ but not as much surrounded by controversies.

The agency won four new accounts during the year including Pantaloons which was handled by Percept H, Cremica, Faber and Ticketvala.

This year, it launched the  ‘Colours of the season’ campaign for Pantaloons. It also designed the launch campaign for Staples corporate and for Staples National Advantage service.

The agency strengthened its team by hiring Amitabh Chatterjee as creative head and Pradeep Mohindroo and Pankaj Desai as business group heads.

Considering the bang with which it started and the momentum it gained from the first Amul Macho campaign, Saints and Warriors could, perhaps, have done more than it has done.

Campaign Score: 5

How SAINTS & WARRIORS rates itself: 8

At Saints and Warriors we have stayed focused on two things: Gun for advertising led businesses and strive to be the finest practitioners of the mass market sensibility. 2008 has seen a lot of this effort bear fruit. Clients actually walked in through the front door because of work they had seen in the media.
We recognized early that Account Management gains greater respect with clients if they are also considered worthy of ‘Planning’ on their respective brands. The rest of the industry has since followed suit.
We are not plagued by the dichotomy of doing ‘work for the awards’ and churning out the ‘cut and dry’ on regular work. The only pressure is to create and sell high quality work on brands. This honesty is shaping a robust, no nonsense, high energy culture among the youngsters and veterans alike.

Not surprisingly, we are perhaps the only mid sized agency that gets invited to all the A grade pitches.
Last but not the least, we’re HAPPY. Now, how many agencies can say that about themselves.