multi-agency pitch, Micro Technologies, a provider of security, safety and life support systems, has awarded the creative duties for its business to Madison Creative, Mumbai. The names of the other agencies, however, could not be ascertained. The size of the business is estimated to be Rs 5 crore.
The agency has to look into advertising for four products, Micro Lifeline, Micro HSS (Home Security System), Micro VBB (Vehicle Black Box) and Micro LMTS (Lost Mobile Tracking System).
Prabha Prabhu, executive director, Madison Communications, says, "The client expected us to understand the product and go beyond advertising. That is where we clicked."
Dr P Shekhar, MD, Micro Technologies, says, "The agency adopted a different strategy for the kind of advertising we were seeking. It coined a different idea for projecting the product."
Madison will be responsible for the advertising; Micro Technologies' earlier agencies, Sujusha Communications, Ginger Advertising and Shakun Advertising, will look into the below-the-line activities.
The company is looking forward to advertising in print, on the Web, outdoor, radio and even television. It also plans to tie up with credit card companies to offer trials to consumers. The campaign will hit the market around January 15, 2007.
Micro Technologies will also be starting a chain of Micro Shoppes. It plans to take up multi-level marketing and make the product available through different outlets.
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