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Equus Red Cell adds Maxima Watches to its kitty

27-April-2010
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Equus Red Cell adds Maxima Watches to its kitty

In keeping with the recent spate of account wins, Equus Red Cell has added another account to its portfolio – PA Time Industries’ Maxima Watches. The win comes on the back of a closely fought creative pitch that lasted a month and involved more than four agencies. Saatchi & Saatchi was the incumbent agency.

Commenting on the win, Swapan Seth, CEO & Founder, Equus Red Cell, said, “It was a creative pitch based on a spectacularly focused client brief. The agency made just one recommendation and saw it through all of the client’s stakeholders. It was a waiting out game and I quite enjoyed playing it.”

Equus has had an earlier association with the brand. “I’ve had a long and enjoyable professional association with the Purewal family that owns Maxima. So, it is homecoming of sorts for me,” Seth said.

While the campaign will have a 360 degree veneer to it, the immediate piece of communication will be on TV, with a TVC slated to go on air in a few weeks’ time. The ad is being produced by Rohit Chawla of Blue.

Seth, who refused to comment on either the size of the business or the span of the spend, said, “I think we have a hugely hard-working idea and Maxima has decided to pull out all the media punches behind it. Will it create a sharper market for Maxima? Time will tell.”

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