Intex Technologies (India) Ltd is in the process of reviewing the creative business of its entire portfolio. Mumbai-based Palasa Inc is the incumbent agency, which has been handling the account for one and half years. According to the company, the need for a change in agency arose due to an increase in the company’s product portfolio.
Naved Chaudhary, Senior Marketing Manage, Intex Technologies, told exchange4media, “The growth of the brand Intex has been phenomenal and has traversed a long distance in 13 years. So, in order to induce more fuel to drive this growth, we have decided to induct a fresh agency for creative duties on board. In order to do justice to the portfolio and looking at a larger objective to acquire market share in respective categories, there is a need to induce fresh thinking and creative minds to take larger objectives forward.”
“The communication has to be strategy driven, post-visualising long term impacts and aligning this with sales is the prime concern. We want to start the next fiscal with a new team on board and taking Intex forward,” he further said.
Chaudhary added, “No creative house has been called for so far, but we are open for teams that can drive the brand Intex to great heights. The fresh agency is expected to come on board by April 1, 2009. We are looking at an agency which has nurtured brands in the IT consumer domain.”
Chaudhary informed that the annual marketing budget was pegged in the region of Rs 15 crore, which was spent across product lines with print and BTL activities having a maximum share in it. Electronic media was used as a catalyst by associating with certain properties like branding done in studio for the India-Sri Lanka cricket series in August.
It would be a 360-degree approach towards marketing and mediums like online and web applications would be high on the agenda.
“We have also launched mobile phones, which have been doing fairly well and currently, we have more than 10 models. The operations would go pan-India in next fiscal and most of the media spends would happen in this domain. Apart from this, we have product launches happening in peripherals, electronics and PC category,” Chaudhary added.
Intex Technologies is a 13-year-old IT hardware, mobile phones and electronics company headquartered in Delhi. It has a pan-India presence though its own network of two mother warehouses, 28 branches, one regional office, 59 service centers, and 85 service franchisees.