Direction, the specialist media services wing of RK Swamy Media Group, has won the media duties for Blackberry, a brand from Mohan Clothing Company. Prior to this, both the creative and media duties for the business were handled by Hakuhodo Percept. Arms Crestra, an advertising agency based in New Delhi, was recently appointed to take care of the creative duties. The size of the business is estimated to be in the region of Rs 10 crore.
Nikhil Mohan, managing director, Mohan Clothing Company, says, "Our company is in a growth phase and it is essential for the brand to receive the right treatment. Media Direction responded to a specific brief proactively with a proposition that suited our needs. Media Direction will team up with our creative agency, not just as a media service provider, but as also as an effective communication partner and take the brand to a new level."
Commenting on the win, S Yesudas, CEO, RK Swamy Media Group, says, "The Blackberry business will be serviced from our New Delhi office. Our approach towards Blackberry will be ROI (return on investment) focused. We hope to provide the brand with a captive share of the consumers' attention in the most appropriate environment."
RK Swamy Media Group consists of Media Direction, Hansa Media Services, Digital Direction and Radio Direction. Some of the group's clients include BSNL, SBI, Siemens, Visa, Birla Group, GPI, Ricoh, Saralee, Effem India, Abbott, Mercedes and Hawkins.