The size of the business is estimated to be around Rs 12-14 crore
Following a multi-agency pitch, Enterprise Nexus, Mumbai, has bagged the creative duties for Toshiba televisions. The incumbent agency was Quadrant.
The media duties will be handled in-house by Toshiba India.
Confirming this development to agencyfaqs!, Sunil Tandon, vice-president, marketing, Kentosh India, says, “Enterprise Nexus’ creative presentation was clearly in line with our marketing objectives. We want to position Toshiba as a high-end brand, which was captured well by the agency in their creative strategy.”
According to Tandon, the company plans to spend around Rs 12-14 crore annually on the brand.
Toshiba, the brand owned by the Tokyo-based Toshiba Corporation, is being marketed in India by Kentosh India. The brand has had a presence in India since 1985.
The Toshiba television product range includes new-age colour television sets such as plasma televisions, projection televisions and high-end flat-screen televisions.
Anil Sanjeevan, executive director, Enterprise Nexus, Mumbai, says, “We projected an in-depth insight into and understanding of the issues related to high-end television sets, especially in terms of the new drivers of purchase among the upper SECs.”
“In addition, nowadays, more and more middle-class consumers are aspiring to upgrade their lifestyle and the products they buy. We plan to reposition Toshiba as a brand that caters to such aspirational groups,” Sanjeevan adds.
For the new campaign, the agency will use press, outdoor, TVCs and, possibly, radio. There will also be a strong emphasis on below-the-line activities such as in-shop displays and branding initiatives, promotional schemes and other consumer promotions.
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