Triton Communications bags creative mandate for Add Gel Pens!

Triton Communications has won the creative duties of ADD Pens in a multi agency pitch. The business will be handled out of their Mumbai branch of the agency. The agency won the pitch on the basis of the communication strategy and its creative interpretation. The incumbent agency is Law & Kenneth.

Speaking to Adgully, Deepak Jain, CEO, ADD Gel says, "We were looking for a communication partner who understood our needs and was able to create distinct and relevant communication", we liked the understanding exhibited by Triton and the ideas presented by them and decided to go with them".

The size of the business, however, could not be obtained at the time of filing this report.

Ali Merchant, Managing Director, Triton Communications said, "ADD GEL is a leader in pens and a prestigious brand for us. We are proud to be partnering it".

Renton D'sousa, National Creative Director, Triton Communications says, " We look forward to ADDING a strong idea to ADD Gel and subracting competition from the category".

Pankaj Arora, Executive Director, Triton Communications says, " ADD GEL is a fantastic pen brand in India. They have ambitious plans and we will partner them in maintaining their leadership and garner maximum share of mind and pocket in this fiercely competitive market."

ADD Pens has created a niche for itself by creating the highest quality writing instruments in India. Having achieved the leadership in Gel technology, ADD also enjoys a reputation for innovation in writing products.

ADD GEL is a leader in the pen industry characterized by a wide price bracket and a plethora of competitors. The industry is pegged at an estimate of 2500-3000 crore with a growth rate of 8-10%.

Triton in one of the leading agencies in the country with a track record of helping many leader brands like Aquaguard , Euroclean, & Venkys maintain leadership and further strengthen their brand equity. Triton has helped build challenger brands like Yes Bank & Fortune Edible Oils to No.1 status in their categories.