Motivator has retained the media duties of iPhone and also added the iPad and Mac divisions to its media mandate from the Apple umbrella, confirmed industry sources. The account size is estimated to be around Rs 150 crore.
The win for Motivator comes on the back of a multi-agency pitch, which lasted for around a month. The other agencies in the fray included ZenithOptimedia and Madison. Ingram Micro and Redington are Apple’s exclusive distributors in India. The iPhone, which has aggressively increased its spends on marketing and communication since early last year, is said to be contributing to the brand’s spends by no less than around 70 per cent.
Since late 2012 and early 2013, iPhone has been seen as bullish on the Indian market in a bid to capture market share from fast increasing competition with a sharp penetration of smart phones. According to media reports and IDC estimates, the brand has seen a significant increase in sales as a result.
The brand is said to be focusing this year on powering iPhone sales through innovative digital solutions, besides a strong content strategy across platforms, along with a tactical use of the print medium, which has worked well for the brand in the past.