Everest Brand Solutions has bagged the creative duties of the new mobile handset brand from the house of music industry giant T-Series. Super Cassette Industries, the company founded by Gulshan Kumar, had invited leading advertising agencies to pitch for this business.
Bhushan Kumar, Chairman and MD of Super Cassette Industries, the owners of T-Series music brand, said, “We found a great synergy between Everest and T-Series. The top team at the agency is both passionate and committed to creating consumer brands. Everest offers the best of both worlds: the experience and depth of a large agency and the agility of a small agency thanks to a team that has worked on the bluest of the blue chip FMCG brands.”
T-Series plans to be a significant player in the handsets market and hopes to carve out a niche for itself by targeting 5 per cent of the market share in 18-24 months. The fast-paced Rs 30,000 crore plus mobile handsets category is dominated by multinational brands, though Indian brands have recently started catching up.
“We are naturally excited at the opportunity of working with T-Series, a well regarded name in the music industry. Just as an Intel chip powers the PC industry, T-Series powers the Indian music and entertainment sector by pepping up the heart beats of Indians,” said D Rajappa, President of Everest Brand Solutions.
“We at Everest will be creating a consumer centric mobile phone brand that will serve as a new delivery mechanism for an iconic T-series music brand,” Rajappa added.