Zen Mobiles, a Teleecare India Pvt Ltd company, is all set to enter the Indian mobile handset market and has chosen Bates 141 as its creative agency. The account size has been estimated in the region of Rs 25-30 crore. Madison and Saatchi & Saatchi were the other agencies vying for the business.
Confirming the development to exchange4media, Smarth Bansal, Head of Marketing, Zen Mobiles, said, “The kind of understanding Bates 141 has about the mobile industry has been very impressive. They have helped in building the brand Nokia and the management has quite a lot of confidence in the agency.”
“Moreover, Bates 141 knows how to build up the brand amid the clutter today and how to take the brand to a good position, and this appealed to the management,” he added.
Meanwhile, the agency has commenced work on the account and a TV campaign will break in a month’s time. “We are focusing on television and print primarily, while our plans for radio, OOH and digital are also in place,” Bansal further said. Zen Mobiles has recently roped in Amitabh Bachchan as brand ambassador.
Commenting on the win, Vasu Gavarasana, Executive Vice-President, Bates 141 Delhi, said, “There is a great opportunity to create differentiation in the cluttered mobile market and with a new team, a new management, we can certainly do that.”
It may be recalled that Bates 141 Delhi had recently undergone a restructuring, with Gavarasana joining as EVP; Kaushik Ghosh of Euro RSCG Mumbai coming in as Vice-President, Account Management; and Sailesh Wadhwa of Grey Colombo taking charge of the Strategy Planning Director post. The agency also boasts of making Nokia a brand to reckon with in the Indian market.
Prabhatam Advertising Pvt Ltd, the in-house advertising agency, is handling rest of the media operations, including radio, OOH, electronic, print and digital medium.
Zen Mobiles had called the pitch in the middle of May and all the agencies had made their presentations between May 20 and May 23.
Zen Mobile dials and connects with Amitabh Bachchan