arm of the Percept Group, Allied Media, has been appointed the media agency for Su-Kam. The size of the account is pegged at Rs 20 crore. Allied Media won the business following a multi-agency pitch in which eight agencies participated.
The incumbent agency on the business was the Delhi based Crescent Communications, which has looked after both creative and media duties for the brand for more than four years now.
Around 60 per cent of the spend will be devoted to television advertising, and the rest will go to press and below the line activities such as in-shop branding, events and road shows.
CM Singh, director, sales and marketing, Su-Kam, says, "In an era of growing energy needs and rising concerns about the environment, the focus of the entire world is on renewable energy. Su-Kam will develop world class, state of the art electronics to support this phenomenon. We plan to go aggressive in the market, as well as in our communication strategy."
The product portfolio of Su-Kam includes inverters, online UPS systems, line interactive UPS systems, batteries (lead acid and VRLA) and solar products. The company has a presence in Asia, Africa, Europe and South America.