Fedders Lloyd has aggressive plans; hires Dentsu Marcom

Following a multi-agency pitch held about two months ago, Dentsu Marcom has bagged the advertising duties for air-conditioner brand Fedders Lloyd. Industry estimates are that the advertising spend on this business will be in the range of Rs 8-10 crore.

Fedders Llyod, a 50-year old brand in India, has been a significant player in the B2B space. It provides cooling solutions to government and public sector organisations such as railways and defence. Besides, it also provides services to transport vehicles, hotel chains, aircraft and cold storages.

This company was started by the Punj Family in 1957 and initially traded in AC units. Later, the company began manufacturing AC units in India. Today, the company has manufacturing units in NOIDA, Kala-Amb (Himachal Pradesh) and Guwahati.

Though the company has been present in the consumer space, it hasn't been very aggressive. There seems to be a change in strategy and Fedders Lloyd now wants to fight it out with other competitive national brands such as Samsung, LG, and Carrier.

It is learnt that Dentsu's mandate will be build the brand from scratch through intense brand building exercises across national media. The first print campaign for the brand will break in the next two weeks. The company will also use other media such as television and outdoor, and will conduct below-the-line activities.

When contacted, executives at Denstu as well as Fedders Lloyd declined to comment on this development.

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