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Bangalore’s iCube goes for Happy

31-August-2010
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Bangalore’s iCube goes for Happy

iCube, a Bangalore-based mobile handset brand, has appointed Happy Creative Services to handle its advertising duties. The win comes on the back of a multi-agency pitch. The size of the business is estimated in the vicinity of Rs 6-7 crore.

Siraj Fulara and Mohsin Fulara, Directors of Telelogix, owner of the iCube brand, said, “iCube has been received very well in the market and its success has exceeded our expectations from day one. We feel the time is right to take the brand to the next level and ensure it connects with people in more ways than one. In Happy, we found the right mix of creative and strategy brought together in a fresh way, which we believe is the only way one can succeed in a cluttered market of mobile phones. We also found an instant connect in the fact that they are young and passionate, just like us.”

Launched over a year before, iCube has been gaining ground in the South, with their budget-chic phones managing to command a reasonable market share against global giants. The company also has aggressive expansion plans. iCube plans to attract youngsters this festive season with the rollout of stylish new models, boasting an array of features like Qwerty keypad, dual SIM support, track ball, enhanced music options, all at affordable rates. Happy has been entrusted with the entire creative planning and execution in this regard.

On winning the business, Kartik Iyer and Praveen Das, Directors and Co-founders of Happy, said, “There is nothing more exciting and dynamic as the mobile phone market in India today. So much good work has been done, yet there is so much more room for great work to be done. We look forward to building this brand and celebrating its success in a truly ‘happy’ way. Making a clear winner out of so many brands will be a deliciously challenging task.”

Happy has earlier created campaigns for Diesel and Lee, among others.

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