multi-agency pitch, Initiative has bagged the media duties for the electronics appliances giant, Sanyo BPL. The size of the business is estimated to be upwards of Rs 18 crore. Three other agencies were in the fray when Sanyo BPL called for a media pitch in August 2005, but their names could not be ascertained. The creative duties of the brand are with Triton, Bangalore.
Confirming this development to agencyfaqs!, Rajiv Rastogi, head, brand management, Sanyo BPL, says, "We were bowled over by the strategy presented by Initiative. They suggested certain innovations, which made them stand apart."
He adds, "Initiative also had previous experience in working on this category of consumer durables and, overall, we were also influenced by the kind of work the agency had done for LG."
The media mix is still being worked out, but Rastogi asserts, "Sanyo and BPL are two brands with distinct identities. Therefore, we will have a separate strategy for each of them."
For the record, Sanyo BPL is a recently formed joint-venture company between BPL Ltd and Sanyo Electric Company Ltd.
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