Starcom MediaVest Group has bagged the media duties of Jindal Photo Films Ltd (JPFL), marketers of photographic materials brand Fuji in India. The account moves from advertising agency Foresight, which was earlier handling both the creative and media duties of JPFL. As things stand now, Starcom will handle media, while the creative duties will be split between Promodome and Archive.
According to Anita Nayyar, executive director, India-North, Starcom, "This is going to be a really exciting business for us. Photography used to something people did to pass time. Now more and more consumers are choosing to be their own 'studiowala'. We believe that as a challenger brand, Fuji's immediate future is bright. We are going to use some of our breakthrough approaches such as Passion Group Marketing for Fujifilm"
For the record, JPFL is the leader in the professional segment of the Rs 900-crore photographic films market, which is divided equally between the professional and the amateur segments. "However, over the last two years the amateur segment has been growing at a very fast rate, with the launch of many innovative products," says Rathi B Pal, managing director, JPFL.
Starcom, North, will handle the entire range of Fujifilm products, including Crystal color films, cameras and other equipment. "We believe media can work as a strategic tool in today's environment in connecting with the customer and in helping our message reach the widest possible base," reiterates Pal.
Adds Kunal Banerji, senior general manager, advertising & PR, "While we met many top media agencies in Delhi, Starcom's presentation impressed us the most. We chose them for their track record, their business-led approach to media and innovativeness in planning and buying. We are looking forward to a very effective relationship." Besides Starcom the other agencies in the fray included Carat, Percom and Maximize. © 2003 agencyfaqs!