82.5 Communications wins CERA communication duties

82.5 Communications, earlier known as Soho Square, recently bagged communication duties for Cera, one of the largest brands of sanitaryware, tiles and faucets in the country. Talking about the win, Sumanto Chattopadhyay, Chairman and Chief Creative Officer, 82.5 Communications, says, "Cera is a big win for us. More so because it is our first under the 82.5 moniker. Cera is one of the fastest growing home-solutions brands and, staying true to our DNA of 'ingenious Indian ideas', we intend to make it big in the three leading categories it is present in."

On why Cera chose 82.5 Communications as their partner, Atul Sanghvi, Executive Director, Cera says, "We liked the agency's approach to the category which was almost radical as they highlighted some basic shifts from category communication. We liked the new energy they portrayed."

"We have expertise in the category and that is one reason why we can afford to look at the category differently", remarks Samrat Bedi, President (West), 82.5 Communications. "In fact, we had encouraging client testimonials from the category, at the pitch itself."

Adds Mohit Ahuja, Senior Vice President, 82.5 Communications, "It's always interesting to have an almost contrarian view than the others and that helps in bringing about huge differentiation in categories that are almost 'commoditized'. And our belief that 'category codes' are only meant to be broken, will certainly help us achieve this."