In a two-way pitch that also involved Lowe, TBWAAnthem has clinched the advertising account of Iqara, the broadband business of British Gas (BG). The estimated Rs 5-crore account moves from Lowe. Speaking to agencyfaqs!, Kawal Shoor, director, strategy planning, TBWAAnthem, attributes the win to TBWA's famed 'disruption' philosophy. "Anthem won the account because the team uncovered and questioned a number of consumer and marketing conventions, presenting a new, disruptive way to market the service," he says.
For the record, BG had entered the Indian market with its broadband Internet service - through its global brand, Iqara - in end 2001. And the challenge for Anthem is in building Iqara and communicating the brand's quality differentiation to consumers. Explaining how the agency is going about achieving its objective, Shoor says, "The task is two fold - simplify a complex service in order to target a larger set of customers, and differentiate Iqara from other broadband and narrowband Internet service providers." The agency has already started work on the account, and a multimedia campaign is expected to break sometime in March 2003.
Currently, BG is launching the service in this country in a phased manner. Surat, Baroda and Ahmedabad have been already been wired, and now the company is looking at launching Iqara in Mumbai. © 2003 agencyfaqs!