PerceptH Delhi has bagged the creative duties of electronic goods manufacturer Victor Company of Japan Ltd (JVC). Media duties have been assigned to Allied Media. The account size has been pegged upwards of Rs 20 crore. The company would be launching its TVs, camcorders and audio systems in India in the second week of March. JVC had tied up with Fedders Lloyd Corporation Ltd (FLCL) in December 2007 to bring its top-of-the-line consumer electronic products to the Indian market.
Sanjeev Wadhwa, Vice-President, Sales and Marketing, FLCL, said, “We had a multi-agency pitch one and a half months back for which we had two rounds – strategic and creative. We awarded the business to PerceptH as the kind of scope they had given for the 360-degree campaign was amazing. They have a good idea about the Indian market and a full understanding of all the 360-degree mediums, including digital.”
Confirming the development, Amitava Mitra, Senior VP, PerceptH, said, “They appointed us based on the strategic presentation that we had made that looked at the market in a holistic manner. We gave solutions for each of the categories to create a greater impact. Our understanding of consumers in all the three categories was quite insightful and we provided a 360-degree solution.”
Mitra further said, “The 360-degree campaign is breaking in the second week of March. The print ads have already been sent out to monthly general magazines, lifestyle and airlines magazines.”
The core target audience of FLCL and JVC encompasses 70 per cent of India’s population, who are below the age of 35. The two companies will jointly invest $30 million to create a space for JVC’s products in the highly competitive Indian consumer electronics market. During the fiscal period 2008 to 2010, JVC plans to expand its sales in India by more than $200 million.
For the record, PerceptH is already handling Fedders Lloyd Corporation’s air conditioner, microwave and refrigerator brands.
Fedders Lloyd to market JVC audio and video brands in India