Wynn Telecom, which had announced its foray into the mobile handset business in India under the brand name Wynncom in the beginning of 2010, has chosen Shop as its creative agency. The mobile brand decided on the agency in the month of November and handed over the business pegged at Rs 30 crore to Shop, according to senior sources in the industry.
With fierce competition in the mobile handset market, it’s an uphill task for the agency. Naved Akhtar, Director, Shop, believes in that the ‘survival of the fittest’ rule applies to the cluttered Indian mobile market. He remarked, “The mobile phone business today comprises more than 150 players, and that’s not even counting the grey market. As is typical of any crowded market, a buyer tends to be overwhelmed by the shouts and screams of merchants with bulging eyes and bellowing throats. Mobile phones being rational as well as emotional purchases, it is often hard for a customer to make the right decision. And on top of that, there is every chance that a silver-tongued marketer may lead you to believe you are getting gold for the price of brass. In this market, involving everyone from personal computers to wall clocks, only the continuously interesting will survive.”
Meanwhile, the agency has kick-started work on the account from December 1, 2010, which includes traditional advertising, while BTL activities are being readied. Saif Ali Khan and Bipasha Basu will continue as brand ambassadors for the next two years and will be featured across all brand communications.
“Our challenge will be to elevate the creative standard of the market. Whether that means interrupting the market proceedings with an item number or circus performance remains to be seen,” Akhtar quipped.
Earlier, in its first attempt, Wynncom Mobiles, along with Dentsu Creative Impact, attempted to reach the target audience through a TVC launched in July 2010, which had featured Saif and Bipasha.
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