DraftFCB Ulka corners Lemon Mobiles; account size pegged at Rs 30-40 crore

The development has been confirmed by a senior spokesperson at DraftFCB Ulka

Following a multi agency pitch called early this month, DraftFCB Ulka has bagged the creative mandate for Lemon Mobiles. While Delhi based agency Panchtatva Advertising is the incumbent, the media duties are looked after by Motivator, a division of GroupM.

According to sources, the account is pegged in the region of Rs 30-40 crore. The development has been confirmed by a senior spokesperson at DraftFCB Ulka. The agency will soon start working on the brand campaign.

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 in sectors 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 target group with effective advertising.

Fastrack Communications has established 12 regional offices and more than 150 service stations across India.

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