Maxx Mobile appoints Pickle and MPG

Both the creative and media duties for the brand have been won out of Mumbai, following multi-agency pitches

Maxx Mobile has appointed Pickle Advertising and MPG Mumbai to handle its creative and media duties, respectively. The size of the account as per reliable sources is more than Rs 20 crore.

While the creative pitch is believed to have included more than 10 agencies, with the last round seeing McCann Erickson and Pickle locking horns, the media pitch had agencies such as Madison, LMG, Lodestar and GroupM fighting it out. The pitch lasted for a month and a half.

Confirming the win, Anita Nayyar, chief executive officer, India and South Asia, Havas Media, says, "It feels great to be winning the business amidst some of the competitive agencies. We truly matched the chemistry, passion and had the calibre to entice the client with our work. Our testimonials are in our work as we join hands together to build Maxx for the brand Maxx Mobiles."

The brand, which started out with mobile accesories and parts, forayed into handsets recently. Though it never had an organised set-up of advertising and media agencies, it had released a TVC during this year's edition of the ICC World Twenty20 championship. The ad depicted the range of phones offered by the brand.

However, the brand now wants an organised and structured advertising set up, as well as a proper brand campaign that speaks about it in the face of competition from already established players. The new camapign, which is expected to be out witihin a month, will also unravel a new positioning statement for Maxx Mobile.

Ajjay Agarwal, managing director, Maxx Mobile Communications, says, "The feedback from my team was very positive for MPG and I personally thought there was a good match with our core values of integrity and innovation. I am confident that together, we will take brand Maxx Mobile to greater heights."

For the record, Maxx Mobile is one of the leading mobile phone accessories manufacturing and distribution companies, which has stepped into the mobile phones business with the vision of providing the latest and widest range of wireless products, solutions, technologies and services to customers, backed with a proven and strong customer support network and a comprehensive research, design and manufacturing strategy.

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