Grey wins Reach Mobile business

The agency's Kolkata office will handle the account. The company has earmarked over Rs. 50 crore for marketing activities, that will be carried out over the next 12 months.

Grey, a WPP agency, has bagged the creative duties of Reach Mobile, following a multi-agency pitch. Reach Mobile is part of the Rashmi Group of Companies, which manufactures cement, steel pipes, TMT bars and mobile handsets. The company also offers services in the B2B e-commerce category.

Sunil Patwari, managing director and vice chairman, Reach Mobile, says "Of several top agencies in India, we have selected Grey based on the team's understanding of the category. We wish to be among the top handset players of the nation, in due course."

The company has earmarked over Rs. 50 crore for marketing activities, that will be carried out over the next 12 months.

The company manufactures both smartphones and feature phones. The smart phones are designed and developed specifically for Indian youngsters.

Projit Sarkar, head, client servicing, Grey Kolkata, states, "Our strategy and creative edge in understanding the category and connecting with the youth helped us win this business."

Presently, Reach Mobile claims to have a sales rate of around 50,000 handsets per month. The team intends to double this figure over the next three months.