Audi India has appointed Creativeland Asia as its lead creative agency after a pitch called in June, in which five agencies were invited to participate. The agency has also been handed the digital business. Sources peg the account size between Rs 20-25 crore.
Grey Worldwide, which has handled the account for three years, will continue to manage part of the business. However, Creativeland Asia will be responsible for delivering an integrated 360-degree campaign for the launch -- from television to Web and social media -- and will supervise the brand across events, CRM, on-ground promotion and retail.
In an official statement, Clemens Ollmert, head marketing, Audi India says, "Audi has garnered significant space in the minds of the luxury car buyer in India today, and is gaining in awareness and reaching out to a wider audience. We hope that this new partnership with Creativeland Asia will further fuel our marketing communications strategy and enable us to communicate the 'Audi way' in India."
The agency will handle all new product launches of the German automaker, the first of which will be the launch of the Audi A8 towards the later part of the year.
The current Audi range in India includes Audi A4, Audi A6, Audi A8, Audi Q5, Audi Q7, Audi TT and the super sports car, Audi R8. The range is available across the country in Gurgaon, Chandigarh, Delhi, Pune, Ahmedabad, Bengaluru, Hyderabad, Kochi, Kolkata, Mumbai, Jaipur, Chennai and Ludhiana. Further markets include Mumbai South, Lucknow, Coimbatore, Surat and Indore.
An elated Sajan Raj Kurup, founder and creative chairman, Creativeland Asia says, "I have been dreaming of working on this car brand for a while. This is a great moment for creative independents in India. I am delighted that a prestigious multinational brand like Audi has placed immense faith in Creativeland Asia."