Campaign India Agency Report Card 2011: Contract Advertising

While continuing to be the most successful example of a ‘second agency’ in India, the jury felt that 25 years since its inception, Contract may have become a victim of positioning issues. It has had a stable year which makes it seem that they are on maintenance mode. The acquisition and subsequent loss of Lava Mobiles in the same year didn’t fare well on the jury’s chart. Regarding people movement, Ravi Raghavendra who headed the Bengaluru office, moved out to Euro. The agency picked up a Gold at Spikes for its work ‘Sole to Soul’ work for JK Tyres, and four Silvers and eight Bronzes at Goafest 2011. There was some interesting work on Tata Photon and Asian Paints Royale, and the “Naked man” from the Infomedia18 commercials which found his way to the cover of Campaign India. However, much-more can be expected from an agency that was once considered a creative hotshop.   
How Campaign India rates the agency: 6

How Contract Advertising rates itself: 8
The unique ‘Grow Young’ philosophy of Contract was passionately reinforced in 2011. We created the third version of the much-loved ‘Survive the world’ series for American Tourister adding a charming dimension to a home-grown success. For Tata Photon we built a compelling brand story built on ‘Get Speed, Get Time’ and the integrated campaign for Asian Paints Royale Teflon truly tested the tenacity of the wall. An endearing digital campaign for Cadbury Celebrations and the latest avatar of Eclairs led to memorable consumer engagement. Dominos, a lovingly home-grown recipe, was rejuvenated by a fresh round of compelling advertising while NIIT, yet another long-standing relationship, surged into a new era armed with cutting-edge ammunition. Spice Jet soared higher with newer reasons to fly.

The potent immersion of our design and digital divisions led to the strengthening of existing relationships and a prolific new business record. We are truly excited about 2012.