Hindustan Thompson Associates has bagged the Rs 15 crore account of Godrej Appliances. Ambience D’Arcy used to handle the account earlier. According to sources, as of now, only the refrigerator business of the Rs 450-crore Godrej Appliances has moved from Ambience to HTA.
It remains to be seen whether or not the washing machines business will also move out of Ambience. Godrej's refrigerator portfolio comprises brands such as Pentacool, World Series Cold Gold and Ultra.
The refrigerator business was bagged last week. According to the sources in HTA, Godrej's is yet to ask the agency to make a pitch for the washing machines business.
For HTA, this is the second time that it has bagged the Godrej Appliances account. About three years ago, the entire Godrej Appliances account was handled by HTA, before it moved to Ambience.
Incidentally, when HTA lost the creative part of the Godrej Appliances account to Ambience three years ago, it also lost the media planning and buying part of the business to Starcom (Leo Burnett's media buying arm).
Last year, HTA managed to win the business back from Starcom. Godrej Appliances' media planning and buying business is now handled by MindShare.
Source: Business Standard