Raahil Chopra
May 18, 2012

Orchard wins creative duties for WaterHealth India’s Dr Water

The account was won following a multi-agency pitch, campaign to be largely rural

Orchard wins creative duties for WaterHealth India’s Dr Water

Orchard Advertising has won the creative duties for WaterHealth India’s brand Dr Water. The brand has a presence in Andhra Pradesh, Karnataka, Tamil Nadu and Gujarat. Dr Water is a packaged water solution for the rural markets available in 20 litre packs. 

On the win, Thomas Xavier, chairman and national creative director, Orchard Advertising, said, “This is a great achievement for the agency, and we’d like to acknowledge the faith WaterHealth India has bestowed upon our abilities. I think we were able to immerse ourselves completely into the category, and consumers, which led to a thorough understanding of the business. We’ve acted in character, and have been rewarded for it.”

Anish Daryani, vice president and branch head, Orchard, Bangalore, said, “What’s more exciting than the win is the opportunity to do work that is real, where we see many case studies in the making. The win also instils confidence among our existing clients, reinforcing the fact that we have the best talent in the industry. Also, this has displayed once again that HumanKind, the proprietary planning tool of the Leo Burnett Group, helps you create winning insights. We look forward to a fruitful relationship with WaterHealth India."

On the reasons for picking Orchard, Vikas Shah, chief operating officer, WaterHealth India, said, “WaterHealth’s business is a confluence of social and commercial objective plus the business is based on a decentralised public utility model. Given these complexities, the conventional advertising and marketing techniques don’t work in this space. We found Orchard to be appreciative of these challenges and willing to work within these boundaries; also their approach to consumer centricity and questioning of the established business practices appealed to us.”

Arup Bansal, marketing head, WaterHealth India, added, “Orchard had a compelling and differentiated approach towards positioning our brand, Dr. Water, in the rural markets. The brand strategy proposed by Orchard resonated well with our business strategy and through this partnership we are geared to create a memorable and effective brand for rural India.”

Source:
Campaign India