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25 crore Arvind Brands account moves to TME

26-January-2005
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25 crore Arvind Brands account moves to TME

Bangalore based apparel major Arvind Brands has decided to move its entire media planning & buying responsibilities to The Media Edge. The account is worth Rs. 25 crore. The business moves to TME from Mediacom. Speaking on the new appointment, Darshan Mehta, President, Arvind Brands, states, “We are delighted to accord The Media Edge with the media responsibilities for Arvind Brands. We were particularly impressed with the strategic approach demonstrated by TME through the use of proprietary tools like Brand Asset Valuator (BAV) and Navigator.”

Meanwhile Divya Gupta, President, The Media Edge states, “This is a significant gain for TME and we are extremely proud and delighted. We demonstrated our strategic approach and our capabilities in providing holistic media solutions. Connecting brands with consumers requires management of a complex interplay of channels and disciplines. Consumers do not necessarily differentiate between media channels and disciplines. The challenge is to identify and evolve ways to engage and intercept the consumer in a relevant way”

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