Lemon Mobiles scouts for a creative partner

The pitch is in its initial stage, and in the first round, the participating agencies were asked to make a strategic presentation

Lemon Mobiles, one of the new entrants in the country's fast-growing mobile handsets market, is on the lookout for a creative partner. While Delhi-based agency, Panchtatva Advertising currently handles the brand's creative duties; the media duties are looked after by Motivator, a division of Group M.

The pitch is in its initial stage; and as part of the first round, the participating agencies were asked to make a strategic presentation for the brand, without using any creatives. The names of the participating agencies could not be ascertained at the time of filing this report.

Established in 2008, Lemon Mobiles wants to steadily climb the ladder to be among the top five handset players in India in terms of market share, within the next three years.

The brand is marketed and distributed by Fastrack Communications and supported by Pacetel Communications, a group that has multiple business interests, such as trading, marketing of mobile phones and accessories and computer storage devices. The company plans to invest Rs 460 crore in India over the next three years, which also explains the need to reach out to the TG with effective advertising.

To cater to the needs of the growing Indian market, Fastrack Communications has established 12 regional offices and more than 150 service stations across India.

According to industry estimates, around 100-125 million handsets are sold in India every year, of which 80 million are imported.