Saatchi & Saatchi bags creative duties for Mahindra Renault’s Logan

Saatchi & Saatchi, Mumbai, has bagged the creative duties for Mahindra Renault’s car brand, Logan. The car will be launched mid-2007. The multi-agency pitch involved three other agencies – Grey Worldwide, Leo Burnett and Ambience Publicis.

An industry source close to the situation reveals that the size of the business is upwards of Rs 10 crore. The media duties for Logan are yet to be finalised.

Anuradha Harke, senior manager, advertising, Mahindra & Mahindra, says, “Their strategy and creative idea were quite distinct from the rest, and we appreciated that. Apart from that, the agency has also worked on certain other brands in the automobile sector. We particularly appreciated the way they handled the launch of the Hyundai Santro.”

The media mix for the launch campaign is said to involve television, press, radio, outdoor and below-the-line activities.

For the record, Mahindra Renault is a 51:49 joint venture between Mahindra & Mahindra and the France based Renault Group. In Europe, the Logan is priced at around $6,100 and is targeted at the budget segment car buyer. In India, the Logan is believed to be priced at par with the Hyundai Accent. It aims to be a spacious car, available at a reasonable price.

The other Mahindra and Mahindra businesses are all handled by Interface Communications; the media is handled by Lodestar Media.

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