MEC's Chennai outfit has won the media duties for Acme Fitness Equipment Store. The size of the account is about Rs 2-3 crore.
Acme Fitness provides exercise equipment to organisations such as gyms, hotels and clubs. Earlier, its media duties were handled by a few local media players in Chennai. There was no formal pitch called for and MEC directly approached the fitness company.
As of now, the creative duties for the company are handled in-house.
Recently, MEC did an Acme-Ghajini project as Acme provided the equipment to Aamir Khan for his role in the film Ghajini. MS Kumaran, marketing head, Acme Fitness, says, "We needed to get to the next level and there were no proper value additions. So, we decided to go with MEC." This was a pilot project that MEC undertook for Acme.
VR Padmanabhan, chief client officer, MEC, says, "As per Acme's business plans of aggressive growth, we will chalk out a segmented approach to achieve that." MEC aims to bring about the right association in order to achieve the growth desired by Acme.
High on the agenda is the digital medium, including mobile. On ground activities such as mall activation will also be tapped. This year, spends on press will be lower than the previous year, though tactical press activity will be carried out. Television may also be used later in the year.