Huawei scouting for creative partner

By Antara Ghosal , afaqs!, New Delhi | In Advertising | June 16, 2010
Huawei has invited agencies for a creative pitch for its new range of handsets. It is learnt that several agencies are taking part in the pitch

Huawei, the telecom solutions provider, has called for a creative pitch for its new range of mobile handsets, which is to be launched soon. The pitch was called a few days ago and is in its final stage now; the results are expected to be announced soon.

According to sources, about 12 creative agencies participated in the pitch, including Saatchi and Saatchi and Mudra Communications. The creative brief given to the agencies asked for a campaign to launch Huawei's new product range and create a unique positioning.

& #BANNER1 & #Although the size of the account could be ascertained at the time of filing the report, industry sources say that the brand has to shell out a considerable sum to make its presence felt in the already crowded market.

Explaining the communication trend in the Indian telecom segment, Nabankur Gupta, founder and chief executive officer, Nobby Brand Architects and Strategic Marketing, says, "As a newcomer, the brand has to focus more on rural advertising and large scale distribution. Aggressive marketing strategy, coupled with quality products and competitive prices, seem to be the only way out to get the brand noticed."

About the usage of media, Gupta predicts that there has to be a fair amount of TV, followed by outdoor. Print, he observes, will not be very helpful for the brand.

For the record, China's Huawei, apart from being a telecom solutions provider, has presences in telecom network infrastructure, application and software, professional services and devices. The brand claims that its products and solutions have been deployed in more than 100 countries across the globe.