Electrolux Kelvinator has appointed Optimum Media Solutions (OMS) - the media specialist company of Mudra Communications, as its media planning and buying agency. The company's creative business, pegged at Rs 35 crore, is already with Mudra since late November 2003.
Dwelling on the selection of OMS, Sanjeev Wadhwa, General Manager - Marketing, Electrolux Kelvinator Limited told exchange4media: "We didn't invite agencies to pitch in for us but a number of agencies contacted us independently. We went ahead with OMS, since their presentation demonstrated superior innovative thinking, better creative and media synergy, and an overall brand appreciation." Wadhwa refused to comment on the account-size or name the other agencies in the fray.
In an official release, Sandeep Vij, OMS President, said, "Electrolux is a challenger brand with a vision and a clear game-plan in mind. It's exciting to be a part of a challenger team."
Electrolux believes that it can create a winning corporate strategy by recognizing and leveraging the power of women, and is going aggressive with its focused strategy. Apart from associating itself with the FE-Electrolux awards, the company recently came up with four women-centric TVCs to show that house jobs can be enjoyed and not merely taken as drudgery.
(First run on the site at 5:40 PM, March 2, 2004. )