Saatchi & Saatchi Delhi sweeps away HCL tablets

The agency won the business following a multi-agency pitch in which Lowe Lintas & Partners, Meridian and M&C Saatchi were also in the fray.

Saatchi & Saatchi's Delhi office has won the creative duties for HCL's tablet business. The win follows a multi-agency pitch that saw participation from other agencies such as Lowe Lintas & Partners, Meridian and M&C Saatchi.

The size of the business is estimated at Rs 20-25 crore.

It is learnt that the strategy and the creative thought designed for the tablet brand by Saatchi & Saatchi was the reason behind the win.

Gautam Advani, business unit head, mobility, HCL Infosystems, "The strategy presented by Saatchi and Saatchi was completely in sync with our thinking. The enthusiasm shown by the team was visible in the work presented to us."

The company, which recently announced the entry of its mobility products in the UAE market with the launch of its 3G-enabled, 9.7 inch HCL ME G1 tablet PC, plans to go full-throttle in advertising and marketing in a few months.

"We felt an immediate connection with the team at HCL and are hugely excited about the opportunity to build the ME tablet into a Lovemark,"

says Matt Seddon, CEO, Saatchi & Saatchi India.

Interestingly, Draftfcb Ulka, which was the incumbent on the business, did not participate in the pitch process.

The media planning and buying is handled by Lodestar UM.