Preeti Hoon
Mar 26, 2024

The Crayons Network secures creative duties for Chola MS, expands Som Distillers' mandate

EXCLUSIVE: Both accounts are being handled by the agency's Delhi office

The Crayons Network secures creative duties for Chola MS, expands Som Distillers' mandate

India’s homegrown integrated agency The Crayons Network is busy executing new campaigns for Chola MS and Som Distillers, after being selected as the official creative partner by the brands.

The agency picked up the 360-degree creative mandate for Chola MS, a general insurance company—which is a joint venture between the Murugappa Group and Mitsui Sumitomo Insurance Company Limited, Japan. It offers a wide range of insurance products that include motor, health, property, accident, engineering, liability, marine, travel and crop insurance for individuals and corporates. Despite winning it in Chennai, the execution for the account will be centrally aligned from the agency's Delhi NCR office.

Crayons has also begun work on an extended creative mandate for Som Distillers. The agency won the account for Woodpecker beer in 2023, and Campaign understands the contract with Crayons has now been renewed to expand to include all products across the brand's beverages portfolio.

Crayons has established a reputation for serving government and public sector clients in India. However, following the addition of Samir Datar as the chief strategy officer in October 2020, the agency expanded its focus to include non-government clients as well.
Samir Datar joins Crayons Advertising | Advertising | Campaign India
Samir Datar, chief strategy officer for Crayons
Speaking of the wins, Datar shared with Campaign India: “The social media work is already out, but the main campaign launch for Woodpecker is in 10 days. Whether it's whiskey, single-malt or beers, we are now working on all of their brands. It’s a fairly large account and given the category of alcohol, most of the work is either digital or BTL," said Datar.

“A lot of our creative work is centralised and we have strong strategy teams. For Chola, we have done six films that are conceptualised way differently than what is usually done in this category," he added.

Datar also shared Crayons is on a hiring spree to meet incoming demand.

“We are beefing up creative and strategy teams and aiming to be a very different agency. We want to deliver creative pieces that actually work. We don’t believe in doing award-specific work. Managing government and public sector will always be our core strength but now our recruitment strategy is also directed towards going after non-government clients too."
Campaign India

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