Japan’s Sanyo and India’s BPL came together to form the joint venture, Sanyo BPL India Pvt Ltd, in 2004. For an entire year they have been working on strategies and plans to break into the Indian market and now are ready to roll.
Getting ready for the launch, the company is in the midst of selecting agencies to handle its creative, media and PR duties.
For the creative duties, post a round of credential presentations and discussions with various agencies, four agencies have been shortlisted to present their creatives. They are Dentsu Communications, Enterprise Nexus, Orchard Advertising and Triton. The size of the account is estimated to be in the region of Rs18 crore to Rs 20 crore, and the final pitch is slated to be in the first week of August.
A senior marketing official at Sanyo BPL said, “It was ensured at the primary selection phase that none of the agencies being invited would have conflicting businesses.”
The company is also on the lookout for a media and PR agency, and currently is in the process of credential presentations and discussions on the same.
The range of consumer durables is slated to be launched in mid-September and includes colour TVs, washing machines, refrigerators, microwaves and air conditioners. The official added, “We see no cannibalisation with BPL India Pvt Ltd, since both the companies will deal with completely different product ranges.”
BPL India had moved its CTV business unit to Sanyo BPL India Pvt Ltd at the time of the venture. Hence, while Sanyo BPL would deal entirely with consumer durables, BPL India would concentrate on its mobile phone business unit and later on also venture into healthcare, according to the official.