Chinese company Haier Mobile has awarded its creative duties to IB&W, while Inter Network Kommunications has been appointed as AOR. The incumbent agency was Dentsu Marcom. Accord PR will be handling the company’s public relations.
Namrata Suri, Director-Market Communications, Haier Telecom, said, “We are really happy to appoint these agencies for our creative and media work in India. The size of the business is Rs 25 crore. We hope that these agencies will help us in growing the brand in India.”
She further said, “It was a multi-agency pitch and the creative agencies in the final fray included Dentsu, IB&W and K Factor. The media agencies in the fray were Dentsu, Grey Worldwide, Triton Communications and Inter Network Kommunications.”
Reacting to the account win, Avijit Dutt, CEO, IB&W, said, “We are really happy to get this account. We will be working on the ATL and BTL activities for Haier. We will be doing print ads, TVC, outdoors, etc. The print ads are breaking on June 10 in all mainline dailies and business papers. A TVC is also breaking on June 10 in all main news channels and business news channels like NDTV, CNBC, Awaaz, NDTV Profit, Zee News, etc.”
He further said, “The brief given to us by the client was that it was basically a launch for product in India. The company had done a soft launch this year. They have tied up with Tata Teleservices for launching CDMA handsets. Our target audiences are Gen-Next first time users and techno savvy people.”
Dutt added that there were three teaser ads that would lead to the final launch of the TVC.
Haier Telecom (India) Ltd, a joint venture company of the Haier Group, plans to build up Haier Mobile in a big way in India. They have tied up with Tata Teleservices for the launch of its CDMA handsets. Haier would be launching a new range of CDMA and GSM mobile phones in the price range of Rs 2,000 to Rs 20,000. Haier Mobile has joined hands with TVS Electronics for after sales service to its customers through its 250 service centres across India. The number of such centres would be increased to over 500.