Account Wins: Customer Shastra, Pulp Strategy

Customer Shastra Wins ORM mandate Of ITC Foods

Customer Shastra has been appointed to oversee ITC Foods' ORM and customer experience initiatives. The responsibilities listed revolve upon ITC Foods' business strategy of being customer-centric, which entails listening to and better understanding customers.

Customer Shastra will assemble a 25-person team to monitor customer dialogues online and respond to their needs across all digital media. The first step will be to raise the main criteria of resolution speed and quality for customer issues, which will set new industry benchmarks.

Anand Siva, Founder of Customer Shastra, said, “ITC Foods has always been a very forward-thinking & innovating company, reimagining and redefining in every sphere – and that’s what excites us at Customer Shastra. It’s inspiring to work with a company that puts customers first and is obsessive about addressing their needs, and that’s what we will deliver.”  

Siva further added that “The Indian customer has never been so spoilt for choice as today – opening up a plethora of choices in every category. And to stay on their shopping list, it is important to have an ear to the ground, get customer feedback and make it work across the enterprise – and that’s what makes ITC Foods a delightful partnership. Their willingness to experiment, innovate and customer-first philosophy makes all the difference.” 

Pulp Strategy Wins Digital Duties Of Dürr India 

Pulp Strategy has been assigned the digital mandate of Dürr India. Now, the company will handle B2B marketing for the brand's owned digital platforms, including content marketing, content generation, and SEO, as part of the mandate. The digital agency will also be in charge of the brand's future digital efforts.

Commenting on the association, Kabilan Veeraiyan, Divisional Manager, MS & Marketing,  Dürr India, said “Pulp Strategy has shown a deep understanding of our digital consumer journey. They have demonstrated a data-driven approach and are aligned to our goals. As a team we follow global best practices in every aspect of our business including our marketing, the Pulp Strategy team showed the experience and understanding for our need for data privacy, PII guidelines etc, in addition to the required technical expertise. We look forward to working with them to increase our customer engagement, brand preference and acquisition.” 

Dürr’s activities in India began in the 1950s with the galvanizing line built for Tata at Jamshedpur. Today, Dürr’s portfolio includes environmental solutions, consulting, turnkey solutions, process optimization, services and spares.

The account was won following a multi-agency pitch. The association was kickstarted with content marketing for the cross Industry and a diverse portfolio for B2B audiences of Dürr India. Pulp Strategy has constructed a team of resources to the account to cater to its technical content creation, distribution and digital marketing needs.

Commenting on the win, Ambika Sharma, Managing Director of Pulp Strategy, said, “Marketing to businesses is very different than marketing to individual consumers. That’s why B2B marketing is an entirely different marketing methodology, we take pride in the experience and expertise we have in not just B2B marketing but a keen understanding of technical content in the B2B context. The Dürr team has been extremely supportive and customer oriented. They are passionate about technology and have a keen understanding of their customer needs, we look forward to working with them towards an improved digital marketing practice and strengthening the brands digital presence”