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Fortune adds Toshiba’s forthcoming home appliances business to its kitty

08-February-2006
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Fortune adds Toshiba’s forthcoming home appliances business to its kitty

Fortunes are smiling on JWT’s second agency, Fortune. After bagging brands like D’Damas and being recently added to the Times of India roster, the agency has bagged the duties of Toshiba’s home appliances business. Colvyn Harris, CEO, JWT, observed that the agency had been doing well after its appeal was broad-based in comparison to its earlier role of a specialist in financial services.

Speaking on the Toshiba win, Harris said, “Toshiba is a great brand and there is much that can be done with it. It’s a great addition to the present client portfolio that Fortune has and we are absolutely delighted with this win.”

The development comes in the wake of a multi-agency pitch and the decision was announced last week. Toshiba Corporation plans to enter the home appliances sector later this year, however, a media budget for the same hasn’t been decided as yet.

“We are still going through the details and perhaps there will be more clarity in days to come. However, what is more important here is the brand’s equity and the potential it has to grow in the Indian market,” pointed out Harris.

There is no change in Toshiba’s television portfolio, which continues to be handled by Bates Enterprise.

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