Top Story

e4m_logo.png

Home >> Advertising >> Article

Saatchi & Saatchi does it again, bags Mahindra-Renault’s Logan account

02-March-2006
Font Size   16
Saatchi & Saatchi does it again, bags Mahindra-Renault’s Logan account

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.

Tags

Kranti Gada joined the family business at Shemaroo in 2006 after a successful stint of over two years in marketing at Pepsi Co. She has been associated with the company for 12 years.

Exchange4media interacted with Jaspreet Chandok, Vice President and Head (Fashion) , IMG Reliance Pvt. Ltd on seamless brands integrations planned for Lakme Fashion Week, walking tall despite blazing trails like GST, demonetization and being a part of the larger cultural space

Their strategy to educate the consumers to make well informed decisions at all stages has worked out well.

Bobby Pawar, MD, CCO - South Asia, Publicis India, talks about his idea of chilling out

Shaan Raza, Deputy Managing Director, Optimise, spoke to exchange4media about their journey since inception and their new technology, TrackingX, which they are planning to launch in India by February...

Meanwhile, Radio City and Radio Mirchi ruled Bangalore and Kolkata respectively

The Indian out-of-home advertising company selects Edge1's ERP software platform to automate their OOH business