Eight national and regional agencies pitched for project TAFE Ltd (Tractors and Farm Equipment Ltd.). Out of which RK Swamy Hansa Group swaps the communication mandate for TAFE Ltd (Tractors and Farm Equipment Ltd.). Eight national and regional agencies pitch for the same giving best presentations, spread over the last few months, involving several rounds of credentials, strategy, creative, media, events, CRM and analytics. 

RK Swamy Hansa Group, Lowe and JWT were the top 3. The battle continued. Finally, JWT and RK Swamy Hansa were the top two giving a though fight to win. Swamy Media Group has been entrusted with all media planning and buying work. The win is significant since RK Swamy hansa Group is being called upon to provide TAFE all ATL (creative, rural marketing and media), BTL (promotions, events and activation) and CRM and analytics services.

VV Vijay Gopal, President (South & East), RK Swamy BBDO, was quoted saying, “The collective expertise and deep insights that various entities of the RK Swamy Hansa Group enabled this win. Our task will be to enhance the equity the client has on Massey Ferguson tractors, engines, etc., and deliver a unique customer experience.”

As part of the mandate, RK Swamy BBDO Creative, Hansa Customer Equity (Hansa Cequity), RK Swamy Media Group, Social^Rural Direction and Hansa Events & Activation will come together to offer specific services. Hansa Cequity and Social^Rural Direction were critical partners with the creative agency during the pitch stage. Social^Rural Direction, with its strong understanding of rural markets and strong network, will develop strategy as well as implement the rural marketing programmes and events for TAFE across different states.