After the news of winning the prestigious Delhi Metro account, JWT Gurgaon has gained Singer account. It will be handling the home appliance segment of brand Singer. Singer, which is synonymous with sewing machine for last so many years, has been in home appliance business over few years. Though it has managed to make inroads in the rural market, it has not been that successful in making its presence felt in the urban market.
According to Mukul Kansal, VP and Client Servicing Director, JWT Gurgaon, "Its an old and prestigious brand. In urban areas it is not that strong but in rural areas it has the hold. And now it is getting into home appliances segment”.
Though agencies sources refused to give the size of the account, industry sources are of the opinion that the account is worth around 2-3 crores.
When asked about the size of the account by exchange4media, Mukul Kansal said that he can’t divulge the size as it is confidential.
With already established home appliances competitor like Inalsa, Braun, Philips, Kenstar in the urban market, Singer found it tough to break the strangle hold of these players. A need for consolidating on the brand equity of Singer was deeply felt by the company.
Singer though had a strong recall value among the consumers; mainly because of it’s associating with sewing machine. Few were aware of the fact that it also manufactures home appliances. This is where the agency will be playing its role. The communication strategy would initially focus in making aware of this aspect and then build on the brand equity of Singer. Though agency source refused reveal anything at this point.
With incorporation of futuristic design for its home appliances and backed by an aggressive communication strategy, Singer hopes to make its presence felt in the urban home appliances market.