BEI Confluence, Delhi, has bagged the TEAC creative account. The agency will later also look after direct marketing for the client. The media business has gone to Media Pros India.
TEAC, a Japanese company formed in 1953, is into audio and video products. The company is also known for its sound recording equipment and in-flight entertainment and has a strong market in the US, UK and other European countries and Australia.
The company is set to enter India in partnership with Salora International. The tie-up aims to launch mid- and high-end flat colour televisions, including flat panel displays of LCD and plasma. TEAC branded premium audio products would also be rolled out simultaneously. High-end audio systems are a mainstay for TEAC globally.
The pitch process for both the creative and media business saw presentations by three agencies and BEI Confluence and Media Pros ended up winning the account. The names of the other agencies could not be ascertained.
Elucidating the reason for giving the mandate to BEI Confluence, Arvind Vohra, Senior General Manager, Salora International, said, “We found them strong in their creative presentation and extremely logical in their media planning.”
Vohra refused to comment on the account size, saying, “The idea is to build a strong brand recognition for TEAC in India. The spends would be in line with the objectives set.”
Industry sources, however, estimate the business size to be in the region of Rs 10 crore or more, given the nature of consumer electronics advertising and the fact that this is a new brand entering the Indian market.
Devraj Basu, Regional Director, BEI Confluence, said, “A fair bit of research in cities like Delhi and Mumbai gave us an idea of the consumer’s psyche and the understanding of the category itself, which ultimately helped us in bagging this account.”
Bashab Sarkar, Managing Director and CEO, Media Pros, said, “Our strategic thinking, 360-degree solutions and process driven implementation procedure worked in our favour.”