V-Guard, a South India based company dealing in wires, water heaters, fans and pumps, has assigned its creative mandate to TBWA India's Bengaluru branch. The account was awarded to TBWA India after a multi agency pitch which included Lowe Lintas, along with three other local agencies. The incumbent agencies on the account were Media Mate Advertising and Maitri Advertising. Both these agencies are based in Kochi.
The media duties were also handled by the incumbent agencies and will continue to stay with them. A spokesperson from V-Guard says that as of now, it wanted a new strategy and a new creative agency. The decision on whether a new media agency is required will be taken after some months.
"With TBWA coming on board, we are for looking at our pan India deliveries with a greater focus and look forward to some great disruptive thinking," says Mithun Chittilapilly, executive director, V-Guard.
The company spokesperson also says that the company has always been print centric and in fact launched its first television commercial only last year. For the next year, the company plans to focus on television as well as BTL activities.
The account is valued at more than Rs 10 crore and will be handled by TBWA Bengaluru, with a satellite operation in Kochi.
For the record, TBWA India's Chennai office had recently won the creative duties of Style Spa.
V-Guard was founded in 1977 and has a portfolio of household products which include products such as UPS systems, water heaters, water pumps, motor starters, solar water heaters, ceiling fans and electric wiring cables.