Seiko Watch India Pvt. Ltd, a 100 per cent subsidiary of Seiko Watch Corporation, Japan, has entrusted Bangalore-based agency Opus CDM (Chennai, Delhi, Mumbai) with both media and creative duties, following a multi-agency pitch. According to informed sources, quite a few agencies including some top notch ones were in the fray for the business. The size of the account could not be ascertained at the time of filing this story. However, Nagesh Manay, Strategy Planning, Opus CDM, said that the ad spend could run into several crores.
Manay said, “Seiko has come to India a little late but has come in at the right time. It is a very important account win for Opus CDM.”
“We are going to position the brand very carefully, and that requires certain amount of nurturing. And we very much like to be in sync with what is being done globally,” Manay added.
Unlike other watch brands, Seiko is not very keen on having a brand ambassador at this point of time. The watch company might use Jenson Button, who is a F1 racer for Honda, and global brand ambassador for Seiko, to certain extent. “For us, the watches are real heroes and all the ranges have something very special about them. We want to build the brand in a very clean platform and do not want to associate with slightly unnecessary things at this point of time,” Manay elaborated.
Seiko forayed into the Indian market recently by unveiling a wide range of its latest, premium international watches. A total of over 110 watches were launched Indian within the price range of Rs 6,700 to Rs 1,70,000. “The overall Seiko range will maintain a classy active look and will target the young, mature, upwardly mobile and self-assured Indian consumer in the age group of 25 to 40,” said Niladri Mazumder, Head-Sales and Marketing, Seiko Watch India.
Seiko intends to market its products from top multi-branded watch outlets in the country. It also intends to set up a few flagship stores in the major metros to give the consumer the ‘total Seiko’ brand experience.