JWT Mindset laps up its first major win, post acquisition

Following a multi-agency pitch, the agency has been awarded the creative duties of 50-year-old brand Vijay Home Appliances.

JWT Mindset, the Hyderabad-based advertising agency (earlier known as Mindset Advertising), in which JWT acquired a controlling stake this July, has lapped up its first major win, post its re-christening.

Following a multi-agency pitch, the agency has been awarded the creative duties of a 50-year-old brand Vijay Home Appliances targeted at the Indian southern market. The size of the account is estimated to be in the region of Rs 25 crore.

As part of its mandate, JWT Mindset will work on developing the brand's creative communications to facilitate Vijay's plans to re-launch in the market with a range of product offerings and new products in the forthcoming months.

The partnership between JWT and Mindset Advertising goes back to 2007, when they decided to work in coordination as associates. The relationship, bound by an affiliation agreement, was mutually beneficial for both parties. While Mindset had access to JWT's knowledge and resource base, JWT gained an entry into the Hyderabad market, in which, until then, it didn't have a presence.

Four years later, JWT decided to have a controlling stake in the agency, and Mindset was re-christened as JWT Mindset.

Mindset was founded by three advertising professionals -- Santha John, Ram Gedela and Anvar Alikhan, in the year 1998. Since then, the agency has emerged as one of the prominent players of the Hyderabad market. It has several blue-chip clients in categories such as IT, education, health-care, and infrastructure.