OMD wins the media duties for Base Corporation

By afaqs! news bureau , afaqs!, Mumbai | In Media Planning & Buying | March 03, 2011
The account will be handled out of the agency's Bengaluru office; Base Corporation has earmarked Rs 40 crore as ad spends for the year.

OMD India has been awarded the media mandate for battery maker Base Corporation. The account was won after a multi-agency pitch that was called early this year. The other agencies shortlisted included Mudra Max, Lintas Media Group, and Maxus.

The business will be handled by OMD's Bengaluru branch. The account size is pegged at Rs 40 crore.

The immediate mandate before the agency is to build brand awareness of Base Corporation, as the company has not been very active on the media front in the recent past.

Commenting on the development, Gita Ram, senior vice-president, South operations, OMD, tells afaqs!, "We demonstrated what Base was looking for in terms of media planning and buying, and addressed the brand's needs well. Also, what definitely did help is OMD's growth trajectory. Our growth has been robust with significant wins, wherever we have set up recently." The agency has won significant businesses such as Renault-Nissan and Puma.

Kuldeep Verma, head, business development, Base Corporation, says, "OMD was bang on in terms of what we were looking for, and also in its approach. Ours is a low-involvement category, and media vehicles have to be chosen selectively. We were comfortable with OMD from the very beginning."

Founded in 1987, Base has been a significant player in the power industry. The exclusive distributor of Panasonic batteries in India, Base introduced Base Terminal, its own brand, in 2002.

Base is looking at a 360-degree campaign that is expected to break in mid-April. The creative duties for the brand are handled by Mudra.

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