Dentsu Marcom wins Daikin AC biz

By , agencyfaqs! | In Advertising | February 28, 2005
The advertising account of Daikin air-conditioners moves from Rediffusion DY&R

Another Japanese account is on its way to Dentsu Marcom. The agency's Delhi office has won the creative and media duties of Daikin air conditioners in a multi-agency pitch.

While the names of the other agencies in the fray could not be verified, agencyfaqs! has learnt that Dentsu Marcom was up against Rediffusion DY&R, the defending agency, in the last round of the pitch.

Ruling out Dentsu Marcom's Japanese connection as the mere reason for awarding it the Daikin business, Amit Maheshwari, manager - marketing, Daikin Airconditioning India, says, the selection was based on performance and no other criteria.

"All the agencies were asked to make presentations. Though Rediffusion did a good job, Dentsu Marcom was better. And, this was the sole reason why we decided to partner Dentsu."

Dentsu Marcom, on its part, is quite excited about the win. Rajesh Aggarwal, the agency's executive director, says, "We are honoured to be assigned the communication responsibilities for brand Daikin."

Elaborating on the task at hand, Ravpreet Ganesh, director - strategic initiatives, Dentsu India, says, "Daikin is a premium brand that appeals to high-end users. We have been assigned with the task of enhancing and strengthening the brand platform of 'silence'."

In other words, the positioning of the brand will not change. However, the communication will stress on 'silence', the USP of Daikin, along with another factor linked with comfort. The agency was not willing to disclose details about this issue at this stage. The size of the account is in the region of Rs 5 crore.

The team at Dentsu Marcom has, in fact, started work on the campaign. Agency executives say the multimedia campaign is likely to break in a month's time.

Daikin had clocked a sales turnover of Rs 120 crore in financial year 2003-2004 and has set a target of Rs 160-170 crore in 2005, and hopes that the new campaign will come in handy to meet the fresh target.

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