Lava International has been quietly shopping for yet another advertising agency for its mobile brand ‘Lava’ and has now appointed McCann Erickson as its creative partner, according to senior sources in the industry. The account is being currently handed over by the incumbent agency Contract to the newly roped in agency.
Sources close to exchange4media divulged that the brand zeroed in on McCann without calling a pitch for the business. The account size could not be ascertained at the time of filing this report.
This is for the third time that the mobile brand is seeing a change in its advertising partner within a span of just one year.
For the record, May 2010 saw Lava Mobiles appointing Shop as its first official advertising agency. Two months later, the brand decided to call for a creative pitch, which saw some of the mainline agencies in Delhi vying for the business. Thereafter, Contract was declared the chosen 360 degree advertising agency on board in August last year.
Lately, the company was busy introducing its KKT 35 handset with a new feature on the occasion of Holi. Known as ‘Colour Matcher’, the add-on trait enables the user to choose any colour as a background and put it on the home screen as wallpaper.
Contract assigned creative mandate for Lava Mobiles; account size upwards of Rs 25 cr