Lamps, a subsidiary of Actis and a major player in the automotive lamps and CFL (compact fluorescent lamp) segments, has awarded the creative duties for its entire business to Grey Worldwide. Phoenix Lamps manufactures and markets lighting products and systems under the Halonix brand. The company has a market share in both OEM and after sales.
Sources related to the development inform agencyfaqs! that the size of the business is estimated to be Rs 7-8 crore. The pitch for the business was called in January 2007 and quite a few agencies participated in it.
The agencies were asked to make strategic presentations on how to leverage the Halonix brand with a view towards the future. The company plans to roll out an advertising campaign in another 90 days. The media mix includes both above the line and below the line activities.
As a category, CFL has steadily picked up in sales volume in recent times. So has the communication for it. Earlier, a CFL communication would emphasise awareness about the technology and how it saves power. Consumers now know that for a given light output, a CFL uses between one-fifth and one-quarter of the power of an equivalent incandescent bulb. Obviously, now the communication is more about creating awareness about a particular brand.
© 2007 agencyfaqs!