N. Shatrujeet

McCann-Erickson swings Rs 10-12-crore Onida account

The agency has piped Contract Advertising and Lemon to win the account of Onida’s soon-to-be-launched line of air-conditioners and washing machines

McCann-Erickson India's Mumbai office has won the advertising account of Onida's soon-to-be-launched line of air-conditioners and washing machines. The account is valued at approximately Rs 10-12 crore. Confirming the news, Govind Pandey, vice-president & general manager, McCann-Erickson India, told agencyfaqs! that the decision had been communicated to the agency late on Monday. He, however, declined from parting with more information.

The win comes on the back of a six-agency pitch that had been reported by agencyfaqs! in mid-January (‘Six agencies in the fray for Rs 10-12 crore Onida business'). Back then, V Chandramouli, vice-president, sales & marketing, Mirc Electronics, had told this web site that Contract Advertising, Bates India, Lemon, McCann, St Luke's and chlorophyll were involved in the pitch. agencyfaqs! has subsequently gathered that three agencies - McCann, Contract and Lemon - were shortlisted for a second round of presentations, following which the current decision has been taken.

From the information available, it is clear that McCann will be in charge of the advertising for Onida's air-conditioners and washing machines. What is not clear is whether McCann will also be handling the account of Igo - Onida's ‘economy range' of CTVs - which had also been put on the block. "Igo will be integrated with the new business," Chandramouli had revealed last month. On last count, Onida Igo was with Bates. For the record, O&M continues to handle Onida's existing CTV range.

Commenting upon the agency's presentation, Santosh Desai, president, McCann-Erickson India, says, "We did a strategy-cum-creative presentation. We did an in-depth study of the brand to see what Onida means, what the brand stands for. We then suggested a new and interesting way of looking at the brand, which yet reflected the true value of Onida." Desai too refused to speak about specifics pertaining to the company's plans on the planned range.

For obvious reasons… With the hot Indian summer weeks away, the highly competitive air-conditioner market is already buzzing. And going by what one hears, Onida plans to make a determined push in air-conditioners this year. Guess we'll have to wait a while to see what trick the McCann-Onida combine has up its sleeve... © 2003 agencyfaqs!

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