Maximize is on a winning spree. After winning the Rs 40-crore media duties of bakery giant, Britannia Industries, the agency has picked up yet another big business. It has been awarded the estimated Rs 20-25 crore strategic planning duties of watch and jewellery manufacturer, Titan Industries. The task for the agency includes strategic planning for flagship brand Titan, Sonata, Fast Track and jewellery brand Tanishq.
Less than a fortnight ago, Titan Industries had put its media business under review. According to industry sources, agencies in the fray for the business included Carat, Madison Media, The Media Edge (TME) and of course, Maximize. Initiative was servicing the Titan business before it was put under review. For the record, Titan Industries Ltd is a joint venture between the Tata Group and The Tamil Nadu Industrial Development Corporation (TIDCO).
With Britannia Industries and now Titan in the kitty, Maximize gets one step closer towards its stated goal of coming out of the shadows of big bother MindShare. In an earlier interview to agencyfaqs! (taken when the agency bagged the Britannia business), CVL Srinivas, managing director, Maximize India, had said, "Maximize handles the media for Himalaya (Drug Company), and a few other clients from Bangalore. Bangalore also happens to be the Global Analytics Centre for GroupM, worldwide. Our ATG and MCI units are based here. These two powerhouses on research and consumer insight give us the cutting edge in planning." © 2004 agencyfaqs!