Saatchi & Saatchi is on a winning spree. Soon after signing Reliance Polymer, Kenstar TV, Pentair and AOL, the agency has been signed up for the creative duties of Mahindra-Renault’s Logan car. The account size is pegged at over Rs 10 crore. The other agencies competing for the business were Leo Burnett, Ambience and Grey Worldwide.
Mahindra-Renault’s Rajesh Jejurikar confirmed the development but didn’t divulge further details. As is known, Mahindra & Mahindra (M&M) had announced a 51:49 joint venture with Renault in 2005. At present, the JV is a single product alliance, wherein M&M will produce and sell Renault’s Logan model in India.
Company officials had expressed at the time of firming up the JV that the car would hit the market in the first half of 2007. It may be noted that there is no change in the advertising duties of M&M, the creative being with Interface and the media with Lodestar Media. A media partner for Mahindra-Renault will be announced close to the launch date.
No official comments were available at the time of filing the story, but executives familiar with the situation expressed that the reason for signing on a creative partner was to ensure that the agency could play a key role right from the inception of the product.
In the new venture, M&M will additionally handle finance and distribution. Renault will be responsible for purchase, engineering and quality. The Indian company will have four board members to Renault’s three, the former appointing the MD, and the latter the non-executive Chairman.
Logan, an entry-level C segment car, with its production hub currently in Romania (where Renault owns local car-maker Dacia), is being primed for a global production figure of 600,000 units over the next two to three years. The car will be manufactured for a fee at M&M’s Nashik, Zaheerabad or Haridwar facilities and sold under the Mahindra-Renault brand.