Oxygen, Kapil Dev to charge up Addo Batteries

By , agencyfaqs!, New Delhi | In Advertising | July 17, 2007
Addo Battery has plans to go national. As a result, it will now have a presence on television. Oxygen is its new creative partner

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multi-agency pitch called in May, Oxygen Communications has won the creative duties for Addo Batteries across India. Five agencies, the names of which could not be ascertained, participated in the pitch. Triton is the incumbent agency.

So far, Addo Batteries has been present in northern India. Now they have plans to go national and, thus, were looking for a fresh agency. Recently, Kapil Dev was roped in as ambassador for the brand and the former cricketer will feature in all Addo Batteries campaigns.

The size of the advertising spends for the current year is Rs 5-7 crore. Addo Batteries, part of Eastman Global, offers a range of two-wheeler, car and tractor batteries. The key market the company is looking at is semi-urban cities.

The brief given to the agencies during the pitch was to come up with a solution, especially keeping two wheeler batteries in focus. The mandate for the agency is to enhance brand awareness for Addo across markets by building a uniform and relevant brand platform.

Tarun Das, creative chairman and managing director, Oxygen Communications, says, "Our understanding of the category, followed by solid strategy and out-of-the-box creatives, helped us grab this account. Rather than using conventional consumer insights, we focused more on social insights."

While earlier, Addo Batteries was present mainly in print and point-of-purchase, it now plans to go on television as well. The first campaign will roll out across markets by August 2007.

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