Following a pitch that commenced earlier in the year, Sony India has decided to assign its media duties to Bangalore based Interactions. On being contacted, neither the client nor the agency offered any comments on the development. Industry sources have pegged the account in the vicinity of Rs 30-35 crore. The account moves from Starcom, who didn’t defend the business.
Executives familiar with the situation further informed that the likes of Zenith Optimedia and Optimum Media Solutions were eyeing the business. It may be recalled that Sony Electronics consolidated its media with Starcom in January 2003. Prior to this, the creative and media were divided between RK Swamy/BBDO, Enterprise Nexus and Contract Advertising. Currently, RK Swamy/BBDO, Hakuhodo Percept, Bates Enterprise and M&C Saatchi handle the creative duties for Sony India.
As is known, Interactions is part of the Lintas Media Group (LMG). The win comes close on the heels of the Tally Solutions win that Interactions added to its roster in March 2006. The agency also handles brands such as the ITC Group, Reynolds, Tidewater, BSNL, MRF, St Gobain and I-Gate, among others.