multi-agency pitch, Infinity Advertising has been chosen as the preferred agency to handle the advertising duties for JCB India. JCB is a leader in manufacturing equipment for construction and agriculture. The account is pegged to be worth Rs 4 crore. Till recently, Formula 1 driver Narain Karthikeyan was the brand ambassador for JCB.
Two other agencies are attached to the account, including M&C Saatchi and a local agency that does some work for JCB India off and on. But Infinity Advertising remains the main agency.
Confirming the development, Amit Gossain of JCB India says, "We have worked with Infinity in the past and their knowledge and understanding of our customers is really sound. With the kind of market and TG that we focus on, very often, there is a need to go regional as the people whom we want to communicate with are not necessarily English literate. Infinity, with its plans to open up agencies across India, will help us communicate through the regional languages."
Gossain explains that JCB does not really do much mainstream advertising; rather, it needs focused communication contact points to reach its customers. For this, the media mix will depend heavily on direct contact through customised mailers and newsletters.
Ajay Adlakha, founder and director, Infinity Advertising, says his agency will be involved in need-based advertising and retail activity for JCB. The communication will pick up when JCB launches some more products in India this year.
Adlakha reveals that his agency has also won the advertising duties for Impact Projects of Amritsar. He quotes the account to be worth Rs 2 crore and says the media vehicles will include electronic, print and retail activities.
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