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The Chinese major has earmarked Rs 100 crore of marketing expense for calendar year 2005 and aims to achieve a turnover of Rs 800 crore
TCL India Holdings has appointed Mumbai-based AMO Communications as its AOR/creative agency. In a multi-agency pitch that involved 9 agencies, and stretched over three months across multiple rounds of presentations, TCL finally decided on AMO as its communication partner.
While no official confirmation was available, apparently other agencies in the fray included St. Luke's, Leo Burnett and ib&W, apart from incumbent Confluence. The third and final round of presentation happened about two weeks back. Following this, TCL decided in AMO's favour.
Says A Gopal Krishna, senior vice-president, marketing & sales, TCL, "We have an aggressive plan to achieve a turnover of Rs 800 crore this year and were looking for a partner who would come up with innovative and unconventional strategies to meet our business objectives in the most dynamic and competitive Indian market. We found this potential in AMO and decided to appoint the agency as our full service agency. We also evaluated media planning capabilities before appointing them as our AOR."
Elvis Dias, managing director, AMO Communications, says, "We are indeed excited and glad that we have been selected as the AOR/creative agency by TCL. With this win, we will achieve a more than 100% growth this financial year. Besides, we will now be handling product categories that will stretch from consumer entertainment electronics including color televisions, home theaters, DVD players, white goods and home appliances ranging from air-conditioners, washing machines, microwave ovens and other domestic appliances. Besides the above, we would be handling IT and digital products as well."
Dias says the agency is going to undertake a 360-degree brand communication for the client, which will include interactive, BTL, outdoor, in addition to tradition media like television and print. “We would put about 55% of our ad revenues in TV, while 35% will get into print.”
The print capmpaign will be rolled out first within a week to 10 days' time, while the TVC will at least take a month. “Our media plan will be unconventional. We'll be trying not to do what others do. We will be breaking all rules and planning models, and will focus on innovations,” he adds.
TCL India Holdings is a 100% subsidiary of TCL Corporation. China. It is a leading player in the consumer electronics business. The company expects that it will soon be a force to reckon with in the Indian market.
Having captured a market share of 3.75% in the color television category within six months of its all-India launch, it has set a target of being among the top three consumer durables brands in five years and has earmarked Rs 100 crore of marketing expense for the calendar 2005.
AMO Communications also handles Godrej Tea, Godrej XS, Godrej & Boyce, Nissan, Infosys and Goa Tourism. It is a part of the Percept IMC Group. © 2005 agencyfaqs!