Top Story


Home >> Advertising >> Article

141 wins BTL mandate for Shell’s retail business in India, APAC

Font Size   16
141 wins BTL mandate for Shell’s retail business in India, APAC

Following a competitive pitch, 141 Sercon has won the below-the-line mandate for Shell’s retail business in India. It’s a comprehensive win for 141 Worldwide, which will handle Shell’s entire BTL communications across Asia Pacific. Shell is a dominant player in the APAC region, and the size of the business is substantial, according to industry estimates. The agency will commence its regional assignment with Shell from October 1, 2007.

The development was confirmed by Vijay Singh, Managing Director, 141 Sercon. He said, “We are excited to be able to leverage our BTL focused strategic planning and creative expertise with our activation depth for an iconic brand like Shell in India.”

The agency was chosen on the basis of its activation expertise, creative excellence and network strength. 141 Worldwide is expected to bring new ideas and greater accountability in Shell’s BTL communications and complement Team Shell that includes existing Shell agency partners – JWT (ATL), GroupM’s Team Media for Shell (Media), and Edelman (PR).

This win is 141 Worldwide’s largest activation win of 2007. Digby Richards, Chief Operations Officer (Asia Pacific) of BatesAsia141, said, “It is fantastic that a company of Shell’s standing and success recognizes 141’s activation abilities and shares our focus on the importance of creating compelling and motivating brand experiences in the last mile of communications. We look forward to being a part of Team Shell.”

Sercon and 141 Worldwide were merged recently and is now known as 141Sercon in India.


NP Singh, CEO of Sony Pictures Networks India, talks of SPN’s growth drivers, pay wall for content, sharing IP and more…

The future of the industry will be 1:1 advertising as traditional channels, like television, become more addressable: Bryan Kennedy, Epsilon

The Founder of Pocket Aces shared his insights on how the consumption of content has evolved and how digital media is growing as the preferred medium of entertainment.

The production house has already established itself as the leader in the non-scripted genres. However, Rege now wants Endemol to achieve the same in the original scripted zone and film production

A look at the South Indian movies which boosted the viewership of certain channels in week 45 (November 4-10)

The Indian advertising industry currently stands at Rs. 56,398 crore, predicted to grow at a rate of 14 per cent by 2017

Naidu also talks about the ushering in of a new era of digital payments and says this is just the beginning and there’s lots of space for newer players to step in and evolve