Top Story

e4m_logo.png

Home >> Advertising >> Article

Saatchi & Saatchi does it again, bags Mahindra-Renault’s Logan account

02-March-2006
Font Size   16
Saatchi & Saatchi does it again, bags Mahindra-Renault’s Logan account

Saatchi & Saatchi is on a winning spree. Soon after signing Reliance Polymer, Kenstar TV, Pentair and AOL, the agency has been signed up for the creative duties of Mahindra-Renault’s Logan car. The account size is pegged at over Rs 10 crore. The other agencies competing for the business were Leo Burnett, Ambience and Grey Worldwide.

Mahindra-Renault’s Rajesh Jejurikar confirmed the development but didn’t divulge further details. As is known, Mahindra & Mahindra (M&M) had announced a 51:49 joint venture with Renault in 2005. At present, the JV is a single product alliance, wherein M&M will produce and sell Renault’s Logan model in India.

Company officials had expressed at the time of firming up the JV that the car would hit the market in the first half of 2007. It may be noted that there is no change in the advertising duties of M&M, the creative being with Interface and the media with Lodestar Media. A media partner for Mahindra-Renault will be announced close to the launch date.

No official comments were available at the time of filing the story, but executives familiar with the situation expressed that the reason for signing on a creative partner was to ensure that the agency could play a key role right from the inception of the product.

In the new venture, M&M will additionally handle finance and distribution. Renault will be responsible for purchase, engineering and quality. The Indian company will have four board members to Renault’s three, the former appointing the MD, and the latter the non-executive Chairman.

Logan, an entry-level C segment car, with its production hub currently in Romania (where Renault owns local car-maker Dacia), is being primed for a global production figure of 600,000 units over the next two to three years. The car will be manufactured for a fee at M&M’s Nashik, Zaheerabad or Haridwar facilities and sold under the Mahindra-Renault brand.

Tags

Vijay Mansukhani, speaks to exchange4media about the resurgence of Onida, the scope of growth of consumer electronics market in India and the reasons why Indian consumer electronics brands don’t compete on a global scale

Projjol Banerjea opens up about hiring Anne Macdonald and GroupM's Rob Norman, and the brand's new identity

Meera Iyer tells exchange4media that in FY 2016/17, bigbasket clocked a revenue of Rs 1,400 crore. The online supermarket currently stands at 70,000 orders a day, with operations in 25 cities.

CMO, Kashyap Vadapalli on the start-up’s marketing play, why it has decided to stay away from IPL and response to its furniture rental apps

In an exclusive data shared with e4m, Pan Masala/Zarda/Gutkha had the highest jump of 185 per cent in terms of ad volumes in the first 14 matches

Bose, who has a career spanning over two decades, was DNA’s Editor-in-Chief. He has previously been associated with the India Today Group

Vijay Mansukhani, speaks to exchange4media about the resurgence of Onida, the scope of growth of consumer electronics market in India and the reasons why Indian consumer electronics brands don’t compe...