In a multi-agency creative pitch that took place about two months ago, Oxygen Communications, Delhi, has bagged the creative duties for the soft toy giant, Hanung Toys & Textiles Ltd, who also are into home furnishings. The account size is estimated to be worth around Rs 8 crore.
Commenting on the development, AK Bansal, Chairman and MD, Hanung, said, “Out of the agencies that pitched for the account, Oxygen’s creative was found to be the most effective, innovative and really out-of-the-box.”
Tarun Das, Executive Director, Oxygen Communications, Delhi, said, “The soft toy category is at a very nascent stage, even though the category is not new. Hanung has never been formally communicated. Oxygen Communications will play a pivotal role in strengthening the brand equity in all the segments. The account is worth Rs 8 crore in the first year.”
Aniruddha Mukherjee, Executive Creative Director, Oxygen Communications, added, “Both Play n Pets, the soft toy brand of Hanung, and its home furnishing brand Splash, are unique and exciting categories. Oxygen Communications will have some rocking time creating magic for these brands.”
The media mix for the business will consist of print, TVCs, outdoor advertising, Internet, radio and below-the-line activities.
Hanung was set up in technical collaboration with South Korea and it claims to be India’s largest manufacturer and exporter of soft toys, decorative cushions and children’s room furnishings. Hanung also has a wide range of home furnishings.