Delhi-based Response Communications has been awarded the creative-cum-media duties of Beltek (India) Ltd. Response would be handling brand communications of the entire Beltek range.
The product portfolio of the 32-year-old home entertainment electronics goods brand includes TV, home-theaters, DVD Players, CD Players and music systems.
Beltek evaluated the work presented by Response and was impressed by the agency's strategy. "We live in an era where MNCs giants have overtaken Indian players in our segment. It may not be possible for all Indian home entertainment electronics companies to take these MNCs head-on on the strength of their advertising budget. But of course, the onslaught of the MNCs can be countered by bringing in a meaningful difference through brand communications. And that's what exactly Response presented us and we decided to go ahead with them," says Mohit Verma, director, Beltek.
To this, Sunil Kumar, CEO, Response, adds, "Our agency is experienced in handling electronic products and is aware of ground realities in upcountry and rural markets. This will help us in handling Beltek products. We believe in practical result-oriented brand communications. And that's what helps us to maintain lasting relationships with our clients." © 2005 agencyfaqs!