Devina Joshi

Fortune Communications bags Toshiba home appliances and Nikon cameras

Industry sources reveal that Toshiba will spend Rs 3-5 crore on advertising its home appliances this year

Fortune Communications, Mumbai, JWT’s second agency, has bagged two new businesses. First, it has clinched the creative and media duties for the entire range of Toshiba home appliances. Toshiba home appliances were not present in the Indian market prior to 2006. The range includes refrigerators and washing machines (launched in May), and the yet-to-be-launched microwaves, vacuum cleaners, rice cookers and hotpots (water heaters).

This win came through a multi-agency pitch. Suranjan Das, vice-president and general manager, Fortune Communications, declined to divulge the size of the business. He says, “This is a mid-sized win, as Toshiba home appliances will make use of all mass media except television in its first year. The idea is to first ensure a good distribution for the range and then advertise on television.”

However, industry sources reveal that Toshiba home appliances will spend Rs 3-5 crore on its advertising this year. The media mix will include press, outdoor, radio and online advertising, apart from BTL and events, such as promotional activities in malls. Toshiba has already unveiled a part of its range in Mumbai; the next destinations are Delhi and Chennai. This will be followed by a pan-India launch.

Meanwhile, Fortune Communications has also bagged the media duties for Nikon cameras. Nikon’s creative duties lie with ADK, Singapore (this agency, too, is a part of the JWT group). For promoting these cameras, Fortune will largely make use of print, including magazines such as Digit and Living Digital. Das says that because this is a media win, it is relatively smaller in size than Toshiba home appliances. “We got this business due to our competitive rates and approach towards the category,” he says.

Fortune Communications recently bagged Casio watches and accessories in Mumbai, in addition to the media duties for Paramount Airways and ColorPlus in Chennai. Fortune also plans to formally launch its Delhi operations over the next two-three months.

© 2006 agencyfaqs!

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