Rediffusion Wins a Big Chunk of Videocon’s Advertising Account
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.