As per reliable market sources, Initiative has bagged the media planning and buying responsibilities of travel goods and accessories major Samsonite. The account is somewhere in the region of Rs. 10-12 crore. Samsonite was previously being serviced by TBWA India.
When contacted, officials from Initiative declined from issuing a comment on the same. But market sources confirm that release orders for a print campaign have gone out of Initiative Mumbai.
Samonite India currently has around 143 exclusive outlets in the country, which peddle leather accessories and luggage and the number is all set to reach 165 by the end of 2005.
The company is targeting a turnover of Rs.250 crore, this year as opposed to Rs. 130 crore last year. In the premium segment, it has a market share of 68 per cent.