afaqs!

ZenithOptimedia wins the media duties of Toshiba

By Anushree Bhattacharyya , afaqs!, New Delhi | In Media Planning & Buying | June 09, 2011
The agency won the business through a multi-agency pitch that also involved Madison Media, ADK Fortune, Dentsu Media and Hakuhudo Percept's media arm Allied Media. The size of the account is estimated at Rs 50 crore.

ZenithOptimedia has bagged the media duties of the electronic goods manufacturing firm Toshiba. Earlier, in May, Toshiba had called for a media pitch that involved media agencies such as Madison Media, ADK Fortune (the joint venture between JWT and the Japanese advertising agency ADK), Dentsu Media, and Percept's media arm, Allied Media, apart from ZenithOptimedia.

The size of the account is estimated at Rs 50 crore.

The development has been confirmed by sources close to the development on conditions of anonymity.

Allied Media was the incumbent agency on the business, while the creative function is being handled by Hakuhodo Percept, with Dentsu handling a few creatives on a project basis.

In an effort to give the brand a push, Toshiba had brought on board Bollywood star Vidya Balan in 2008, and launched a series of campaigns featuring her. In 2010, the company roped in cricketer Sachin Tendulkar. This year, Toshiba launched the 'Bowl to Sachin' campaign during the fourth season of the Indian Premier League (IPL).

For the record, Toshiba India started off as the Indian liaison office of Toshiba Corporation, Japan, in 1985. In 2002, it became a wholly-owned subsidiary of the parent company. Toshiba Corporation is a multinational conglomerate involved in various businesses such as infrastructure, consumer products, electronic devices and components, including televisions and laptops.

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