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."
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).