BenQ Mobile, the new business group of BenQ Corporation, entirely dedicated to wireless communications, has appointed BEI Confluence as its ad agency. The size of the account is pegged at Rs 7-8 crore. BenQ’s account was earlier handled by Madison Advertising.
Last year in June, BenQ had acquired the Siemens Mobile Devices Division and the new company started operations on October 1, 2005. Through a licensing agreement, BenQ Mobile is allowed to utilise the Siemens brand for 18 months as well as a combined brand for a transition period of up to five years starting October 1, 2005.
Confirming this, Ish Bawa, Marcom Head, BenQ, said, “BenQ aims to be the leader in mobile products. We have appointed BEI Confluence as our ad agency and we are going to aggressively market BenQ mobile phones through a 360-degree marketing activity.”
BenQ will promote its mobile devices by closely interacting with its channel partners through special programmes and loyalty programmes. BenQ also aims to increase visibility through franchise outlets and aims to have 50 outlets by the end of 2006.
Said Bawa, “We are also going to have special BenQ spots through shop-in-shop arrangements. Another interesting marketing aspect will be our online marketing activities and BenQ mobiles being easily available through Yahoo!, Indiatimes, eBay, and Rediff websites.”
Devraj Basu, Regional Director, BEI Confluence, said, “After the acquisition and introduction of new models, it was important for BenQ to have a distinct positioning. Bashab Sarkar, MD and CEO, Media Pros (BEI Confluence’s media partner) and I pitched for this account keeping in mind BenQ’s core aspects of flair and exploring the world with their mobile phones.”
Basu added, “The new ads and marketing initiatives will start soon. The communication message and look will be different and distinct so that it stands out in the cluttered Indian mobile market.”
For the record, BenQ’s Managing Director for India and the Middle East, Robert Dung, is shifting base to India from Dubai. The move is aimed at fortifying BenQ’s foothold in India across the spectrum of its products.
Said Dung, “Globally, India has become a very attractive market owing to its burgeoning demand for sophisticated technology. The Indian consumer is demanding high quality technology tailored to suit their lifestyles. With the increasing excitement and consistent growth in the Indian IT market, it has become imperative for me to shift base to India.”
BenQ Corporation consists of three main business groups – Computing Products, Digital Media and Mobile Business. Although these business groups encompass a broad range of products, each retains a focus on providing consumer-oriented solutions designed especially for the digital lifestyle.