The year has been dotted with high-profile media pitches and reviews, and it appears that Sony India has been busy with one too. The electronics major has just completed a review process of its media agency of record, and has retained the incumbent Lintas Media Group. The other agencies in the fray were Mindshare India and Madison Media. The size of the business is upwards of Rs 100 crore.
Sony India had first awarded the business to Lintas (when the agency still used the brand name Interactions) in mid-2006. Following that, the relation was subjected to a regional review in 2008. But Lintas Media Group had held its ground in that regional pitch too.
To put things into perspective, Sudha Natrajan, President & COO, LMG, said, “We had first won the account in India in mid-2006 and we are delighted to have continued our relationship with the brand. India being a key market, Sony India’s decision to continue with us comes as a huge recognition and reaffirmation of faith in the agency. The test of the pudding is in the eating, it is said. The biggest revenue contributor of Sony India, which is Bravia televisions, has become the largest selling brand in India today. Cybershot cameras have been a market leader for years now. We are extremely proud to partner Sony in this success journey.”
Confirming the news, Divya Rao, Marcom Manager, Sony India, said, “As part of the review, we evaluated many agencies and came to the conclusion that Lintas Media Group, the incumbent agency, had what it takes to best meet our requirements.”
Lintas Media Group had recently bagged the Bill & Melinda Gates Foundation funded Urban Health Initiative. The agency’s clients also include ITC Ltd, Maruti Suzuki India Ltd, Bajaj Auto, MRF, Sony, UTI, Religare, Voltas and over a hundred others.