With the upcoming India launch of its popular Xbox 360 game and entertainment system, Microsoft has announced key communication partnerships with five Indian agencies – McCann Erickson, Brand David (part of O&M), Percept D Mark, Gotocustomer, and Text 100 Public Relations. .
According to industry sources, the account size was substantial, but no figures were available. .
As per the partnership, McCann Erickson will be the advertising agency for Xbox 360 in India, while Brand David will be the agency of record for all outdoor events. Text100 Public Relations will be responsible for all PR activities and media engagement for Xbox 360, while Percept D Mark will manage all Xbox 360 events. Gotocustomer will manage retail activation and all in store communication for the gaming system. .
Elaborating on the partnerships, Mohit Anand, Country Manager, Microsoft Entertainment and Devices Division, India, said, “We are delighted to announce our communication partners for the Xbox 360 in India. With each one of them occupying a unique niche in their respective fields and being reputed for their best-of-breed services, we are confident that this will be an extremely exciting and successful association.” .
Commenting on the appointment, Rishi Seth, Managing Director, Text100 Public Relations, said, “The Xbox 360 is going to be the most significant gaming launch in India. We are excited at being given the opportunity to manage this prestigious mandate by Microsoft EDD.” .
Sanjay Kacker, Branch Head (North), Percept D Mark India, said, “It is matter of great pride and honour that PDM India is an empanelled agency to Microsoft Corporation and launching Xbox 360 in India.” .
“David is delighted to be associated with Xbox 360. It is truly an experiential product and an exciting category to be associated with. It gives us a great opportunity to generate truly cutting edge creative work in the area of activation and out of home,” said Pratap Bose, CEO, O&M. .
Gurmukh Singh, Managing Director, Gotocustomer Services, said, “We are proud to partner with Microsoft India in launching this next generation gaming platform. Being part of the Omnicom group, we look forward to bringing worldwide best practices and experience of handling Xbox retail activation in Australia and Europe to roll out the most comprehensive and consistent retail experience for the consumers across the country.” .
Commenting on the appointment, Santosh Desai, President, McCann Erickson, India said, “We are extremely excited and honoured to be part of this revolutionary brand.”