Videocon shifts creative duties from McCann’s T.A.G. to Mindset
The win comes on the back of a multi-agency pitch for Videocon’s light goods category, which took place in Delhi a few months back
Published - 22-May-2013
Electronics major Videocon has awarded the creative duties for its light goods category to Mindset Advertising. Highly placed sources have confirmed the news to exchange4media. The multi-agency pitch took place in Delhi a few months back. However, the size of the account could not be ascertained at the time of filing the report.
The light goods category includes the household electronics and home appliances business. The home appliances category comprises of refrigerators, washing machines, microwaves, and so on.
The creative duties for this category were handled by McCann World Group’s second agency, T.A.G. Before that, the business was handled by Saatchi & Saatchi. It may be recalled that prior to Saatchi & Saatchi, O&M was the creative agency on record.
Keeping in mind that the brand was getting into new age categories, it decided to get rid of the static nature and move to a more dynamic one. Hence, the company unveiled its new logo in 2009 with the help of Interbrand, Singapore and McCann Worldgroup’s T.A.G.
For the record, JWT had acquired a majority stake in Mindset Advertising, a Hyderabad-based agency, in 2011. The agency has expanded its operations in Delhi, Mumbai and Bangalore. It has a number of blue-chip clients, especially in Hyderabad’s key sectors of IT, education, healthcare and infrastructure. It recently won the creative business of Andhra Pradesh Tourism. However, acquiring the Videocon business is a major win for the agency outside Hyderabad.