Red­if­fu­sion Wins a Big Chunk of Video­con’s Ad­ver­tis­ing Ac­count

The Economic Times - - Business Of Brands -

Video­con has shifted a part of its ad­ver­tis­ing ac­count to Red­if­fu­sion Y&R as it tries to re­po­si­tion its tele­com, mo­bile hand­set and flat panel tele­vi­sion busi­ness. The ac­count size is pegged at up­wards of .` 150 crore.

The mo­bile hand­set busi­ness was han­dled by McCann World­Group’s sec­ond agency TAG un­til three months ago. The rest of the ac­count moved to Red­if­fu­sion Y&R last week. Video­con has also ap­pointed a small in­de­pen­dent agency SHO to han­dle its home ap­pli­ances busi­ness, which had been awarded to Mind­set, a sub­sidiary of JWT last year. Video­con's di­rect-to-home (DTH) busi­ness D2H will con­tinue to be man­aged by Lowe Lin­tas.

Con­firm­ing the de­vel­op­ment to ET, Sunil Tan­don, group chief mar­ket­ing of­fi­cer, Video­con, said that mul­ti­ple agencies pitched for the ac­count. “We ex­pected the agency to un­der­stand our prod­ucts, mar­ket and con­sumer be­hav­iour, so that we reach out to the right set of au­di­ence with rel­e­vant mes­sage. We ob­served team Red­if­fu­sion Y&R un­der­stood these re- quire­ments and the same was re­flected in their pro­posal,” he said. Ami­tava Sinha, chief op­er­at­ing of­fi­cer, Red­if­fu­sion Y&R said: “We have been pur­su­ing and en­gag­ing with Video­con for a re­ally long time and I be­lieve our pre­vi­ous stint with LG helped us win the busi­ness. These are cat­e­gories that are fast evolv­ing and con­se­quently the com­mu­ni­ca­tion chal­lenges will de­mand clut­ter break­ing and in­no­va­tive think­ing.” A mail sent to JWT re­ceived no re­sponse un­til the time of go­ing to press, but San­jay Nayak, pres­i­dent, McCann World­Group, who also heads TAG, ac­knowl­edged that they parted ways with Video­con “some time ago.” Video­con’s tele­com busi­ness was not a part of this process. The com­pany has tele­com li­cences in six cir­cles. Though Video­con does not op­er­ate in any of the cir­cles, it plans to launch 4G ser­vices by the end of 2014. The com­pany is ex­pected to launch a range of mo­bile hand­sets in the com­ing months, and a new cam­paign will be launched around Di­wali said a source at the agency.

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