Haier Telecom is on
the look-out for a creative agency and a media agency to handle its Rs 25 crore advertising account.
According to Namrata Suri, director, marketing and communications, Haier Telecom, the company has already zeroed in on three agencies each for both the creative and the media duties. A final decision on this will be taken by the end of April 2006 without any further presentations by the agencies.
Suri says, "We have checked the credentials of quite a few leading agencies in the country and short-listed six of them."
The names of the short-listed agencies could not be ascertained, but it is learnt from informed sources that Dentsu Communications is one of the frontrunners.
Haier Telecom India is a 51:49 joint venture between the Haier Group and its Indian partner, Arun Khanna, who is also the managing director and vice-chairman of Haier Telecom.
Initially, the company plans to focus more on CDMA mobile handsets; the advertising strategy will cater to this segment. However, it also plans to get aggressive in the GSM category. This is the first time that Haier Telecom is opting for mass media. Till now, it has stuck to below-the-line activities.
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