Media Planning Group (MPG) has bagged the media duties of Kerala-based consumer durables company PDL Electronics India, estimated to be worth upwards of Rs 10 crore. The client is involved in the categories of television, audio and video products, DVDs, air-conditioners and home appliances, and is expected to launch its range in April or May this year.
Confirming the account win, Ruby Bana, Chief Strategic Officer, MPG India, said, “Yes, we have signed on the PDL account. The client is looking at a national rollout beginning April or May this year, and we are also in the process of bringing on board more people and strengthening our offices in the South.”
MPG has already begun work on the assignment, and the client’s commercials, targeted at creating awareness within the trade, are on air on Telugu satellite channels already as part of a phased campaign. MPG’s duties will entail media planning and buying for PDL’s durables brands. The PDL group also owns brands in some other categories, including footwear, but these are marketed under different brand names.
MPG seems to be on a roll in the South. It was recently in the news for bagging the media duties of health drink brand, Extra-Energy Boost, with an estimated media spend of Rs 3 crore. The brand was to take the route of events and promotions to induce trial, and follow it up with brand building advertising. Extra-Energy Boost is also expected to launch in April 2006.