Dentsu Communications bags Acer

The agencies involved in the pitch included Contract, Rediffusion DY&R and Orchard

Dentsu Communications, Bangalore, has bagged the creative duties for Acer computers. Orchard Advertising is the incumbent agency and the media duties continue to lie with Madison. The agencies involved in the pitch include Contract, Rediffusion DY&R and Orchard. Industry sources estimate the size of the business to be in the region of Rs 20 crore.

Three weeks ago, Acer hired Hrithik Roshan as its brand ambassador, banking on his recent box-office hits, ‘Krrish’ and ‘Dhoom-2’. Acer hopes to get instant visibility with the tech-savvy and brand-conscious youth in the age group of 18-35 years. Other direct competitors for Acer include established players in the market, such as Lenovo and Compaq, which are being endorsed by Saif Ali Khan and Shah Rukh Khan, respectively.

The print campaign for Acer is already out. The media mix for the brand will consist of a 360-degree promotion, which will reach consumers mainly by utilising conventional media such as electronic and outdoor advertising, along with other promotions.

Executives of both Dentsu and Acer were not available for comment.

Acer was established in 1976 and is headquartered in Taiwan. It is focused on marketing its branded products globally. These include mobile and desktop PCs, servers, storage, LCD monitors, high-definition TVs, and handheld and navigational devices.

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