agencyfaqs! News Bureau
BANGALORE, November 16
Bangalore-based Orchard Advertising has added yet another prestigious account to its portfolio - that of Acer India's top-end products. The computer manufacturer has appointed the agency to handle the Acer Veriton range of personal computers and Acer laptops. The advertising of these premium hardware products was previously done by HTA, which will continue to work on other Acer brands.
According to Raj Kurup, creative group head, Orchard Advertising, the client invited the agency for a three-phase pitch - covering creative, strategy and media - which started late last year. The account finally came Orchard's way three weeks ago. Apparently, no other agency was invited for the pitch.
Expectedly, Raj attributes the win to Orchard's sound strategy suggestions and the "cutting-edge creative with attitude which led to effective and breakthrough advertising". He adds that the agency was able to demonstrate lateral and superior media thinking, which found its mark. Of course, the fact is that globally, Leo Burnett handles the Acer account. And Orchard is, after all, a Leo Burnett concern. Which raises two questions… One, is this the beginning of the end as far as HTA's handling of the Acer account is concerned? Two, if Leo Burnett is the global agency, why didn't Leo Burnett India pitch?
At Orchard, of course, no one can be bothered by such questions. The mood is upbeat. "We feel triumphant," exclaims Raj. "Not only were we pitching against an agency with whom the client was very comfortable, but also an agency which is considered to be very sound strategically."
But the task ahead is quite daunting. IBM, Compaq and HP are well entrenched in the market, unlike Acer, which has had a roller coaster-like ride in India. And with Dell Computer flexing its direct marketing muscle, push is likely to come to shove. In fact, Orchard seems to have realized this and has already taken the fight to the opposition - its first-ever ad for the Acer Veriton FP2 screams 'And for those under you, there's always an IBM or a Compaq.'
"Our primary challenge is to give Acer a very well-defined competitive image," says Raj. Quite competitive, admittedly.
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