TCL India Holdings Pvt. Ltd., a 100 per cent subsidiary of the Rs 216-billion electronic goods company TCL Corporation of China, has appointed AMO Communications as its AOR/creative agency. AMO was announced as the communication partner after a multi-agency pitch spread over three months involving nine agencies and several rounds of presentation. Confluence Communication is the incumbent agency.
TCL India had called for a pitch in January and was on the lookout for new perceptions in keeping with the new launches and our growth strategy. Said A Gopal Krishna, Senior Vice-President, Marketing & Sales, "We have an aggressive plan to achieve a turnover of Rs 800 crore this year and were looking for a partner who would come up with innovative and unconventional strategies to meet our business objectives in the most dynamic and competitive Indian market. We found this potential in AMO and decided to appoint them as our full service agency. We also evaluated their media planning capabilities before appointing them as our AOR."
While the company has earmarked Rs 50 crore as marketing expense for this calendar year, the majority of the advertising budget has been set aside for CTVs. It has already captured a market share of 3.75 per cent in the colour television category within six months of its all-India launch and has set a target of being among the top three consumer durables brands in five years.
The first print campaign is expected to start rolling in a week's time, followed by a television commercial.
An elated Elvis Dias, Managing Director, AMO Communications, said, "Conventionally most agencies are focussing on above-the-line communication, but retail is the emerging sector and we have great expertise in this area. With this win, we will achieve a more than 100 per cent growth this financial year."
Dias added, "We will now be handling product categories that will stretch from consumer entertainment electronics to home appliances to white goods. TCL's range comprises colour televisions, home theatres, DVD players, air-conditioners, washing machines, microwave ovens and other domestic appliances. Besides, we would also be handling IT and digital products."
AMO Communications, part of the Percept IMC Group, has in its portfolio clients like Godrej Tea, Godrej XS, Godrej & Boyce, Nissan, Infosys and Goa Tourism.