Happy Creative Services wins the creative duties for mobile handset player, iCube

By afaqs! news bureau , afaqs!, Mumbai | In Advertising
Last updated : August 31, 2010
The business was won in a multi-agency pitch; Autumn Advertising is the incumbent agency

Happy Creative Services has won the creative mandate for Bengaluru-based mobile handset brand, iCube. The account was won following a multi-agency pitch. Around six agencies pitched for the business, of which four were shortlisted before Happy was chosen.

The incumbent agency on the account is Autumn Advertising.

Launched over a year ago in South India, iCube is looking at a pan-India presence by year-end. The brand's budget phones have features such as QWERTY keypad, dual-SIM support, track ball and enhanced music options.

In a press statement, Siraj Fulara and Mohsin Fulara, directors, Telelogix, say, "We feel that the time is right to take the brand to the next level and ensure it connects with people in more ways than one. In Happy, we found the right mix of creative and strategy brought together in a fresh way, which we believe is the only way one can succeed in the cluttered market of mobile phones. We also found an instant connect in the fact that they are young and passionate, just like us."

The agency is currently looking at creating a strong, clutter-breaking positioning for the brand. While BTL activities would begin soon, a full-fledged, 360-degree communication campaign is expected to break by the end of the year.

Kartik Iyer and Praveen Das, directors and co-founders of the Bengaluru-based creative hot shop, Happy Creative Services, find the mobile phone market in India very exciting and dynamic.

"So much good work has been done, and yet there is so much more room for great work to be done. We look forward to building this brand and celebrating its success in a truly happy way. Making a clear winner out of so many brands will be the deliciously challenging task," they say.

The other accounts that the agency handles include Diesel, Hasbro Clothing, Wipro and Lee.

First Published : August 31, 2010
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