afaqs!

TME wins Eveready media duties worth Rs 30 crore

By afaqs! news bureau , afaqs!, Mumbai | In Media Planning & Buying | February 24, 2009
TME is in the process of expanding its presence in markets outside Mumbai and Delhi. The latest win is a sign of the agency strengthening its position in Kolkata

Eveready Industries has awarded its media duties to TME. The size of the business is estimated to be Rs 30 crore. Lintas Media Group is the incumbent agency on the account. The business will be handled by TME's Kolkata branch.

The creative duties are with Rediffusion -Y&R, Kolkata.

TME is in the process of expanding its presence in markets outside Mumbai and Delhi. The latest win is a sign of the agency strengthening its position in Kolkata.

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In an official communiqué, Divya Radhakrishnan, president, TME, says, "Working with the client closely in optimising its media investment, in order to produce results, is the challenge at hand."

Radhakrishnan was recently appointed as president following Anupriya Acharya's exit.

Eveready, a century old company, is the manufacturer of India's largest selling brand of dry cell batteries and flashlights (torches), with dominant market shares. In 2004, Amitabh Bachchan was appointed the brand ambassador for Eveready. The brand is known for its 'Give me Red' campaigns. The company also manufactures mosquito coils and tea leaves.

Radhakrishnan tells afaqs! that Eveready is currently focusing on its batteries and flashlights business. The new campaign, which will not have Bachchan, should break mid-March.

TME is the media agency of the Rediffusion - Y&R Group. Its client list includes Colgate Palmolive, Parle Products, Tata Motors, Colors and the Taj Group of Hotels.