After announcing its foray into Indian mobile handset market, Genus Electrotech is now looking to expand its portfolio by launching air-conditioners, washing machines and laptops and has begun its search for a 360 degree advertising agency.
Mayank Kumar, COO, Genus Electrotech Ltd, informed exchange4media, “We are now getting into consumer electronics business and communication devices and are looking for an advertising agency which can design the entire corporate strategy for us. The agency would have to synchronise the product’s features and company’s vision all together while planning the creatives.”
Brands on E is the incumbent agency for the brand, which was working on the retainership model. And as the brand aims to build its name and market, it is planning rope in a bigger agency. “Our aim is to be the best Indian consumer electronics brand. As our origin is in India, we want to be a brand which provides the best quality products to the Indian consumers,” Kumar stated.
When asked about the mode of communication the company is aggressively seeking to utilize, Kumar replied, “To begin with, we will be communicating through BTL (below the line) and OOH, and since we are not national as of now, so there’s no point in getting on to the television. We will be using ATL (above the line) in a span of six months.”
On the kind of monies allotted for this particular business on pitch, he said, “It all depends on the scope of work. We are in touch with few agencies and accordingly it will shape up.”
The company will close the pitch and select the suitable agency for the project by the end of this month.
Genus Mobiles is launching nine handset models, which would be priced between Rs 1,600 and Rs 5,000. These models will primarily be dual-SIM with music-based features. The type would be spanning across Qwerty, touch screen and multimedia. The launch of 3G and Android-based models are scheduled in the next couple of months.