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 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."

Note: This article has been updated as of 19 July due to renewed source information to reflect that the mandate is only for creative services, not 360 services as first reported.
Source:
Campaign India

Related Articles

Just Published

20 hours ago

South Korea fines Meta $15 million over data breach

Meta faces the multi-million dollar penalty for funnelling sensitive user data to advertisers, as South Korea tightens its privacy laws.

20 hours ago

Amazon India launches Creator Central to streamline ...

The platform will roll out to over 50,000 content creators in the Amazon Influencer Program in the coming weeks.

21 hours ago

Phyllis Project: Attempting to rewrite the script ...

The initiative aims to reshape DEI in APAC, empowering women to thrive in advertising through mentorship, community, and practical training.

22 hours ago

Skoda India banks on localised marketing to ...

The automobile company will focus on localisation with a digital-first approach to establish an emotional connection with consumers for the newly launched vehicle.