HTA Marketing Services, the parent company of JWT, has won the creative mandate of the Hong Kong-based itel Mobile, a brand owned by the television broadcasting and telecommunication services conglomerate Transmission Holdings. The account was won following a multi-agency pitch and will be handled by the agency's Delhi office.
The agency will work towards bolstering the brand's 'Right to Progress' proposition through relevant and value-driven mobility solutions for the aspiring Indian consumer base, says the company in a press release.
Commenting on the development, Sudhir Kumar, chief executive officer (CEO), itel India, says, "In an increasingly digital-first world, mobile ownership is no longer a privilege, but has emerged as a fundamental right. At itel, we are dedicated to help every Indian claim this right, and help them stay connected seamlessly with the world around them. With a rich legacy of building brands and an in-depth understanding of our target demographic, JWT and its network of agencies are the perfect creative partners to highlight our brand proposition 'Right to Progress'."
Elaborating on the mandate, Sanjeev Bhargava, managing partner, JWT, adds, "itel's vision of providing feature-rich phones that are pocket-friendly give it a tremendous opportunity to disrupt the market. A multi-disciplinary approach will be required to establish itel Mobile as a leading industry player, something which JWT and its network of agencies particularly excel in."
Commenting on the association, Gaurav Tikoo, chief marketing officer, itel India, shares, "We aim to break class barriers in the mobile market with our purposive innovation, cutting-edge technology, and a unique proposition of 100 days warranty which is a game changer in the mobile industry. The partnership will allow itel Mobile to benefit from the unique integration of traditional and new-age media leveraged by JWT and its network of agencies."
itel was launched by Transmission Holdings, with the focus on delivering cost-effective and high-specification mobile devices. Owing to its understanding of consumer requirements, affordability and quality, itel has a presence in China and Africa as well.