Igo, a second-string brand owned by Mirc Electronics, has awarded its creative duties to Everest Brand Solutions. The incumbent on the Rs 4 crore account was Lemon. The decision of the pitch has been taken after two months of agency presentations, while the final round saw four other top agencies in the fray.
Nilesh Mazumdar, GM Marketing, Mirc Electronics, said, “The only reason why Everest has won this business is because they understood the category, the brand and the business the best. They understood what Igo is all about and what it requires.”
Talking about the account, Mahesh Chauhan, President, Everest Brand Solutions, said, “It is a fabulous win for us and we are very happy. Igo is an economy brand of television and thus, we will aim to make it a strong, self reliant brand.”
Everest has won quite a few accounts recently. Commenting on the new business Chauhan said, “The wins are coming our way fairly consistently and the only road ahead for us is that of growth. People like Amit Kenkre, Vijay Lalwani, Anant Pal Singh and Makrand have been managing the show quite well at the agency, which is great.”
The first press campaign for the brand is expected around ‘Onam’, while a TVC should be during the ‘Diwali’ period.
It may be recalled that around April this year, Mirc Electronics had aligned brand Onida’s entire advertising business with Rediffusion and since then, the company has been on the lookout for a separate agency to focus on Igo, as it plans to propel the brand in a big way in the near future.