Watches, which, till recently, was handled by Everest Brand Solutions, has now moved to Mudra Communication. In fact, Everest was the agency for Maxima Watches when it was launched in 1996. Other agencies such as Avenues Advertising, Equus Red Cell and Zenith Media have handled the Maxima account during various period of time.
The business was put under review in December 2006 and the pitch saw the participation of four creative agencies. This development has been confirmed by Rajan Nahal, general manager, marketing, Maxima Watches.
Mudra has been asked to sketch out a future strategy for the brand. The question that was put forward was: "Where does Maxima go from here?" Maxima Watches hopes to see a spurt in sales with the fresh campaign.
In terms of communication, Sharma says, "Besides the functional benefits of the product, its look and feel will also be promoted in the new campaign." Mudra is working on a multi-media campaign, which will include television ads and direct consumer interaction.
Maxima owns several sub-brands that come in a wide price range, from Rs 350 to Rs 10,000, but it is still known as a mass brand with low-cost watches.
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