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Walt Disney licensee Hanung Toys awards advertising duties to Oxygen

By , agencyfaqs! | In Advertising | March 21, 2007
Oxygen had to fight it out with eight other agencies to win the business


Hanung Toys and & #BANNER1 & #Textiles, which is the licensee of Walt Disney characters for soft toys in the country, has awarded the advertising duties for its soft toy brand, Play-n-Pets, to the Delhi-based agency, Oxygen Communications.

The pitch was called around two months back, and it is learnt that there were nine leading agencies in the fray for the business.

Hanung Toys are currently available at multi-brand outlets, but the company has some aggressive plans up its sleeve now. It plans to open exclusive retail outlets for Play-n-Pets.

The agencies participating in the pitch were asked to provide their insights on the soft toy category and a strategy for establishing the Play-n-Pets brand. AK Bansal, chairman and managing director, Hanung, says, "Oxygen's creative and its insight into the category were found to be the most effective and innovative."

According to Tarun Das, executive director, Oxygen Communications, "Although the sales turnover of the company is high, it has done little to build its brand. In fact, not many are aware of the Play-n-Pets brand, and our challenge will be to establish the brand in the Indian market."

Tarun Das

The company wants to establish its brand before international brands enter the Indian market.
It plans to spend around Rs 8 crore on multiple platforms such as print, television commercials, outdoor advertising, Internet and radio, as well as below-the-line activities.

Hanung Toys and Textiles was set up in technical collaboration with South Korea. Besides toys, it is also into home furnishings such as bed sets, duvets, curtains, throws, quilts, sleeping bags, cushion covers, rugs and bean bags.

2007 agencyfaqs!

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