Dhar & Hoon wins the Sony hi-fi music systems account

These past seven months or so have not been very easy for the Delhi-based agency, Dhar & Hoon. The Honda Motor account moved to Dentsu Marcom, then Ajit Shah quit to join RKSwamy/BBDO.

The uncertain times seem to be over as the agency is certainly getting its act together. At the moment the agency is celebrating its victory. It has just scooped up the creative duties for Sony hi-fi music systems in a three-way pitch.

Confirming the development, Ajit Hoon, executive director, Dhar & Hoon, says, "Besides Dhar & Hoon, RKSwamy/BBDO and Dentsu Marcom were in the fray." RKSwamy/BBDO was defending the business. The media account, however, continues to remain with Starcom.

While both the agency and the company remained tight lipped about the size of the business, industry sources indicate that the size of the account was in the region of Rs 2 crore, when the business was with RKSwamy/BBDO. However, the spends are likely go up to a crore or two, as the category itself will experience a marketing push.

Information on the communication task and the business plans for Sony hi-fi was hard to get, as company executives said the the division was in the middle of restructuring and the a clearer picture would emerge in a week's time.

Sony hi-fi aside, Dhar & Hoon is trying to revive its brand consultancy wing, that had become inactive for a while. To that end, Manoj Berry has been appointed as the head of brand consultancy and planning wing.

Berry, who is currently a visiting professor at the the Times School of Marketing, began his career in advertising with JWT (then HTA). He had worked at JWT for 12 years. After which, he moved Rediffusion DY&R, Delhi and headed the branch for two years. In 1995, Berry launched his own brand consultancy firm. The venture, however, did not meet with success. © 2004 agencyfaqs!