When Philips India announced its alignment with Mudra Communications in February this year, only two of Philips' divisions - Lighting and Domestic Appliances and Personal Care (DAP) - were set to move. The status on Philips India's third and the largest division, Consumer Electronics, was unclear.
D. Shivakumar, executive director and senior vice-president (Consumer Electronics) Philips India, has now confirmed that Philips Consumer Electronics has also moved to Mudra.
In effect, the entire Philips account is now with Mudra, courtesy its overseas association with DDB since all three business segments of Philips have been clubbed under 'One Philips' banner with DDB internationally. In fact, the very objective of the global pitch was to integrate the three divisions with one agency.
Following the global realignment, Consumer Electronics moves from JWT, while Leo Burnett loses Lighting and DAP. All three divisions put together amount to billings worth Rs 50 crore. "JWT had done a great job for Philips," D. Shivakumar commented.
Mudra is set to launch the global campaign this week in India, though the campaign has not been modified or adapted for the Indian market.
The new corporate campaign is designed to give customers a distinctive image of a sharper, more focused enterprise, which - throughout Philips' activities in healthcare, lifestyle and technology - is held together by a common drive to deliver intuitive end-user experiences.
The campaign revolves on the concept of simplicity. K. Ramachandran, managing director & CEO, Philips India, at the time of announcing Philips' new identity had mentioned that "Others may aspire to be more fashionable, more cool…our route to innovation isn't about extra complexity - it's about simplicity. The advertising campaign will change the way the world sees and experiences Philips."
Royal Philips Electronics is expected to spend Rs 456 crore in the first quarter of 2005 to bring its message to customers in eleven key markets around the world. In India, the investment is a little over Rs 14 crore. © 2005 agencyfaqs!