As 2002 draws to a close, FCB-Ulka has much more to celebrate about than just the coming of the New Year. The estimated Rs 7-8 crore Honda Power Products business, which had four agencies vying for it, has gone to the agency's Delhi office. Besides FCB-Ulka and incumbent Mudra Communications, the other agencies running for the account included Contract Advertising and Everest Integrated Communications. The pitch included both strategy and creative presentations and took up around two weeks.
Talking about the brief given to the agencies, sources at FCB-Ulka say, "Honda Power Products is planning to launch a new range of state-of-the-art noiseless and smokeless gensets. With these the company hopes to redefine the power-back up market in India. With this in mind, we had to give a creative and strategy presentation on how the new product can be positioned in the market."
Invertors in the home segment, and big and noisy generators in shops and other commercials establishments currently dominate the power back-up market. The task of the agency and the company would be to drive home the message that the new power back-up products from Honda Japan are hassle-free, noiseless and non-polluting. To be able to do this, a lot will depend on the pricing strategy of the company.
In the meanwhile, the agency is working round the clock for the launch, which is scheduled for January 2003. The company is planning a multi-media campaign around the launch period. © 2002 agencyfaqs!