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Eggfirst bags the creative mandate for PCI

The Mumbai-based agency bagged the account of the pest control major on their powerful strategic planning and promising campaign initiatives.

After a multi-agency pitch, PCI chose Eggfirst to manage its creative mandate. Eggfirst shall be responsible for driving the brand PCI and its repertoire of products and services for the year 2013-14.

PCI, India’s largest and oldest pest control brand, had just redesigned their brand identity and were on the lookout for an agency that could understand their revitalized brand essence as well as their TG, and draw out a highly strategic creative plan to strengthen PCI’s hold on the market. Eggfirst hit the nail on the head with a meticulous strategy to take ahead PCI’s new vision and identity. Moreover, Eggfirst’s identification of specific pain-points and a unique strategy to address them tilted the scales in their favour. Eggfirst also scored high on domain expertise, having earlier worked with Bayer Environmental Science.

“PCI is known in the market as a trusted and reliable pest control brand, but not everyone knows about the vast variety of pest management services we offer. Also, we wanted to make people aware that PCI is not just another pest control operator; we have amongst the most advanced R&D facilities with state-of-the-art quality control and safety measures. Eggfirst was able to capture this vision perfectly and understood the image we wished to create in the market. Their strategy to make this happen convinced us all that Eggfirst was the right agency. Their creative strength is beyond doubt too,” said Joshua Rao, Executive Director, PCI.

Executions plans are underway at Eggfirst, having cracked the strategy. Ravikant Banka, CMD, Eggfirst said, “PCI is a trusted brand with a legacy of over five decades, the biggest in pest control in India. For us, it is an opportunity to infuse fresh energy in the brand and take it to newer heights. And we are confident of bringing PCI’s vision to life with our incisive strategy and powerful creative.”


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