In a two-way pitch between The Media Edge and OMS (Optimum Media Solutions), the latter has bagged the Rs 10 crore plus media planning and buying business of Amway. Sources say the account is substantial in view of the fact that Amway has a significant number of new launches lined up for this year, and is looking at enhanced decibels in the market. Until a few months back, the creative part of the business was being handled by Interact Vision. The agency had acted as a launch pad for the company. Around three months back, the creative business was bagged by Rediffusion.
Announcing the win, Kajal Thakur, Regional Director (OMS, Delhi), said, “It’s a great way to start the New Year. Amway is a significant win for us, owing to the fact that it’s a reputed group around the globe and it’s earned quite a name for itself in the domestic market within a short span of time. Till date, Amway has largely been about print advertising, but with a number of new launches panned out this year, the company is looking for enhanced decibels in the Indian market. With a turnover of above Rs 600 crore every year, Amway would be seeing a fair amount of action this year.” Thakur however declined to comment on the quantum of advertising spends the company is looking at.
Amway India is a wholly owned subsidiary of Amway Corporation of the US and was established in India in August 1995 after getting approval from the Foreign Investment Promotion Board. The company manufactures all its products in India through three third-party manufacturers. Till now, it has invested in excess of $35 million in India, of which $6 million is in the form of foreign direct investment.