Square Communications, Delhi has bagged the account of Fly Mobile, a part of the UK-based Meridian Group that has launched its flagship GSM phone brand ‘Fly’ in India, in a multi-agency pitch. The size of the business has been pegged at around Rs 1 crore. The campaign for Fly comprises a series of creative duties, celebrity management, including effectively used media buying duties.
Commenting on the new win, Navneet Kapoor, CEO and President, Square Communications, said, “We really had a tough time to get a celebrity that suited the product in a very short period, but we managed and enjoyed doing the celebrity management for Fly Mobile. We took Malaika Arora Khan as the brand ambassador as she really fits in the product category.”
He further said, “Though it was little tricky to establish the new brand in the highly competitive market, our zero time turnaround multilevel communication agency proved to be a winner.”
Elucidating on the reason for choosing Square, Rajeev Khanna, CEO, Meridian Telecom, said, “Square has a quick turnaround time and is very perceptive to client needs. Their celebrity management skills are outstanding. There is no other creative agency in the panel yet, although we do hire specialised agencies for typical jobs.”
Fly is a major player in the East European handset market. The brand has had big success in markets like Russia, Ukraine, Western Europe, and is now venturing into the South East Asian market.
Square Communications is a full-service advertising agency headquartered in Delhi with branch offices in Mumbai, Jaipur, and Dehradun, among others. The agency handles private, government and public sector accounts.