afaqs!

Crayons wins creative duties of Zen Mobile

By Anushree Bhattacharyya , afaqs!, New Delhi | In Advertising | July 21, 2011
The agency won the business through a multi-agency pitch that included other agencies like Saatchi & Saatchi, Brand Curry and Prabhatam Advertising. The size of the business is estimated at Rs 15-20 crore.

Crayons Advertising has won the creative mandate of home-grown mobile handset manufacturer Zen Mobile. The agency won the account through a multi-agency creative pitch that included agencies such as Saatchi & Saatchi, Brand Curry, and Prabhatam Advertising.

The size of the business is said to be around Rs 15-20 crore.

Confirming the development to afaqs!, P Vignesh, brand manager, Zen Mobile, says, "We are currently going through a revamp process, in terms of heavily concentrating on sales. In order to increase sales, we will now be focussing more on advertising driven by sales, rather than brand-based advertising or product-led advertising."

Prior to this, Bates 141 was the incumbent agency on the business. Meanwhile, Prabhatam Advertising is the media agency for the mobile handset manufacturer. While Zen Mobile is changing its advertising strategy with Crayons on board, the company will nevertheless continue with cine star Amitabh Bachchan as the brand ambassador.

For the record, Zen Mobile, which was formed in 2009, is a sister concern of the Telecare group, which has 15 years of experience in managing and distributing various first-tier mobile brands. The home-grown company primarily targets consumers based in tier II and III cities and manufactures handsets ranging between Rs 1,400-7,000.

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