Moser Baer moves to SSC&B Lintas

Following a three-way pitch, SSC&B Lintas, Delhi, has been awarded the advertising business of Moser Baer. The agencies in the fray included SSC&B Lintas, Contract Advertising and TBWA India. The size of the consolidated business - which includes both creative and media duties - is pegged at Rs 3 crore. The account moved from Contract a couple of months back.

Talking to agencyfaqs!, Ajay Chandwani, president, SSC&B Lintas, said, "A comprehensive strategy and creative backed by a thorough understanding of a market which has traditionally been trade-push-driven was one of the key reasons that led to our wining the account."

In the branded segment, while the CD-R (recordable) and CD-RW (rewritable) customer has started becoming brand conscious, he is still to become brand loyal. That is the essentially task of the agency - to create brand loyalty in favour of Moser Baer.

Moser Baer is one of the world's largest manufacturers of storage media. "It has been the only supplier in India in the CD-R/CD-RW market and has been supplying to the leading brands in the country," says Chandwani. "Having tasted success at a product level, Moser Baer now wants to consolidate its position as a brand and has recently concluded a 16-city launch for its CD-Rs and CD-RWs," adds Chandwani.

The product range of Moser Baer includes Magnetic Recordable Media, also known as micro floppy disks or diskettes, and Optical Recordable Media, which include re-cordable compact disks, data media and audio storage products. A whopping 90 per cent of sales are to markets abroad particularly in Europe. To deliver quality data storage products to clients, Moser Baer has invested in six manufacturing plants in India. It has developed five global brands, and has put in place a strong distribution network in Europe and America to keep in close touch with clients. Besides developing its own technologies, Moser Baer also co-opts on development efforts with other manufacturers in the industry. © 2003 agencyfaqs!