Adding to its media kitty, Starcom has bagged the media responsibilities of Symphony Comforts Systems Ltd. In a related development, the creative of the account moved to Lowe over a month back. Prior to these realignments, the integrated account holder of Symphony was with Mudra Ahmedabad.
Rs 5 crore worth account win comes close on the heels of Starcom’s acquirement of HDFC Bank’s Rs 10–12 crore account. Symphony Comforts Systems Ltd is a very strong player of the air cooler market. For the year ahead Symphony has earmarked aggressive marketing plans. The brand has come up with fresh line up of innovative products for areas where coolers have not worked before.
To match these steps, the brand decided to segregate its creative and media duties. Says Rajesh Mishra, Head, Marketing Symphony Comforts Systems Ltd, “The competition has increased such that we need to get more focussed in each of our divisions. Hence, we needed to partner with agencies that understand our business and its objectives better.”
As per the client, discussions were on with other agencies as well before they decided to zero down on Starcom. On what worked in favour of Starcom, he remarks, “Starcom is one agency that uses advertising as a tool to increase business and that is where accountability comes in the picture. They talk more than just GRPs and share of voice and that is what agreed with us.”
Adding further he says, “They have a young and energetic team and we are impressed with the way they tackle complex things in a simple manner. That is what built our trust in them and we decided to make them our media AoR.”
As for what the agency feels, expresses Manish Porwal, GM – Investment and New Initiatives, Starcom India, "‘Cool’ is how we feel. Coming shortly at the heels of HDFC Bank, this is another motivation to work harder and smarter. It is nice that one did not have to work on a speculative brief with several hypothetical scenarios, but the client chose us on what we have delivered to our existing clients. We are glad to be working for a company that is itself known to have continuously changed the market dynamics and kept the competition guessing."
Symphony has, over the years, developed a reputation to create and market products with innovative features and designs. Their coolers had changed the entire cooling marketing in late 80’s - on product looks, pricing and distribution strategy. Symphony products are sold in America, Europe, Middle East, Africa, South- East Asia and will soon be available in other countries. The brand has also created the world's largest functioning air cooler.