Blaupunkt, the global audio company, has awarded its estimated Rs 4-crore consolidated creative and media account to Dentsu Communications, Bangalore, following a multi-agency pitch that is said to have included the incumbent Grey Worldwide.
Speaking to exchange4media.com, Ruchira Raina, Executive Director and VP, Dentsu Communications, confirmed the development. Elaborating on the nature of the account, she said: “The Blaupunkt account is a consolidated one, so we will be looking after both their creative and media duties.” With the official takeover done in early April, work on the account has already begun. Raina added that all operations for Blaupunkt would be carried out from the Bangalore outfit of Dentsu.
In an official communication, Ajay Sahney, Divisional Manager, Sales (Mobile Communication) of MICO/SMC said: "Dentsu's pitch was very clearly flowing from a business perspective as laid down by us during the agency briefing stage. The clincher was really a mix of passion displayed in the category and our business – evident in the sharply focused communication strategy based on very insightful consumer research and understanding.”
Dentsu, which is arguably one of the youngest agencies in India, has the Toyota account to its credit with Dentsu Marcom handling the Sony and Sony Erickson accounts among others.
Launched in India in 1996, Blaupunkt is an established entrant in the Rs 500-crore Indian car-audio industry. Blaupunkt serves as an OE supplier to General Motors, Mercedes and Tata Engineering for its Safari and has been reckoned as a genuine accessory manufacturer by Ford and Hyundai. Blaupunkt Worldwide produces five million radios every year with 50 per cent coming from OE business and the rest from the after-market business.