afaqs!

Samsung appoints Rediffusion for its GSM business

By , agencyfaqs!, New Delhi | In Advertising | August 06, 2007
Rediff is the second agency for the company, the first being Cheil Communications, which has been the company's AOR since 2003

Following a & #BANNER1 & # multi-agency pitch, Samsung India, the manufacturer of mobile phones and consumer durables, has brought Rediffusion DY&R on board as the creative agency for its GSM business.

Rediffusion will share the business with Cheil Communications, which is the in-house agency of the group. Cheil also handles the creative duties for the company's mobile phone and consumer durables brands since the agency's inception in India in 2003.

Ramesh Srivats, executive vice-president and branch head, Rediffusion DY&R, Delhi, says, "This new business win is an endorsement of our brand-centred approach, where deep insight combines with breakthrough ideation to create magic. We are confident and looking forward to a mutually beneficial association."

Asim Warsi, marketing head, Samsung India, adds, "Samsung Telecommunications is poised for a business turnaround in the second half of 2007. This kind of growth is expected on account of strident business initiatives planned, amongst which the brand marketing initiative will be pivotal.

Rediffusion DY&R will be responsible for launching a marketing campaign and bringing freshness to the communication approach, to help the Samsung brand bounce back in the GSM circuit.

Currently, according to industry estimates, Nokia is the largest player in the GSM market, with a share of 71 per cent, followed by Motorola at 12-13 per cent. Samsung holds about 5 per cent of the market.

Samsung India commenced operations in 1995. Initially a player only in the colour televisions segment, it later diversified into colour monitors (1999) and refrigerators (2003).

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