Trying to shed its staid image of being a switch making company, the Mumbai-based Anchor Electronics & Electricals Pvt Ltd is planning to appoint Enterprise Nexus as its new advertising agency. The size of the account is estimated at Rs 10 crore and would include creative and media buying and planning duties as well.
Mr Anil Sanjivan, Executive Director, Enterprise Nexus, said, "Anchor has been perceived as a fuddy-duddy company and our job is to get the right image and contemporarise its brand in the market." Apart from handling the creative duties, Enterprise Nexus would also be in charge of Anchor's media buying and planning functions through its division - Meridian Media.
Of late, Anchor has been moving up the value chain and has been offering premium switch brands such as Roma, Ave of Italy and Woods Electrical of the UK. "Anchor is looking at getting better margins at the upper end of the switches market," added Mr Sanjivan. The purpose behind appointing a new agency is primarily to help Anchor being perceived as a premium player in the business.
Anchor has a 70 per cent market share in the Indian switches market.