afaqs!

Ogilvy bags Spice group's Rs 100 crore account

By Poojya Trivedi , afaqs!, New Delhi | In Advertising | May 07, 2010
Ogilvy will handle Spice Mobiles - the mobility business of handsets and devices; Hotspot - the retail arm of Spice group and Spice Digital - the mobile VAS division

The Spice Group has appointed Ogilvy India as its creative partner. This follows a multi agency pitch process which began two months ago and also included Lowe Lintas, DraftFCB Ulka, Bates 141, Everest and Capital.

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Ogilvy will handle Spice Mobiles - the mobility business of handsets and devices; Hotspot - the retail arm of the Spice Group and Spice Digital - the mobile VAS division. The incumbent agency on this account is Contract.

The account will be handled out of Ogilvy's Delhi office and is estimated to be worth Rs 100 crore.

"What the client wanted at this point of time is a change in the brand positioning in terms of taking it forward to the next level. Our strategic thinking and creative execution matched the client's requirement, which helped us clinch the business," says Sanjay Thapar, president, North and East, Ogilvy, in a conversation with afaqs!.

The agency has already identified a creative team and the people in the team will have experience in the telecom or mobility space and an understanding of the sector. "The first thing we plan to do now is to dig our heels deeper into the data that we have and carry out a consumer research, then develop a strategy with the client," adds Thapar.

Vivek Bali, group president, global brand and marketing, Spice Global, says, "We were looking for a partner who could drive our growth at an accelerated rate and we found that in Ogilvy India."

The Spice Group wanted to realign its businesses, including Spice Mobiles, Hotspot and Spice Digital, with one agency and that called for a review.

However, Bali clarifies that Spice Mobile will be the front runner in terms of media spends.

Spice's agreement with Contract ends this month.

Last year, Spice had hired the London based agency, The Brand Union (TBU), to refurbish the brand to fight the growing clutter in the mobile space.