Mindshare wins Videocon D2H; sets up Team Videocon

Mindshare has won the complete media duties for Videocon D2H, after handling its digital business over the last six months. In addition, Mindshare has also won Philips television and Electrolux, both brands which are marketed by the Videocon Group

Mindshare has added some major muscle to its current set of clients, with new wins from the Videocon Group stable. These include Videocon D2H (the direct to home venture of the group), Philips television and Electrolux - the latter two being brands marketed by the Videocon Group in India.

Mindshare had been handling the digital media business for Videocon D2H for the last six months, on the back of which a happy client decided to award the entire media duties to the agency, reveals Gowthaman Ragothaman, leader, South Asia, Mindshare, in a conversation with afaqs!.

The wins were a result of a media pitch process. "They liked our digital work on D2H and our team - factors which worked in our favour," Ragothaman adds. Ad spends for the three brands combined add up to Rs 80-100 crore, with Videocon D2H pegged at Rs 30-35 crore, while Philips television and Electrolux are pegged at Rs 25 crore each.

The first campaigns from the Mindshare stable on these brands will be festival campaigns for Philips and Electrolux.

Mindshare has set up a 'Team Videocon' especially for the purpose of servicing these businesses.

ZenithOptimedia had been handling Videocon D2H and Electrolux so far. Philips, on the other hand, is globally aligned with Aegis Media, and in India, too, the account is with Aegis' agency, Carat. With effect from July 2010, the Videocon Group entered into a licensing agreement with Philips and Electrolux to market these brands in India, and in Philips' case, this agreement extends only to its television (LCDs and CRTVs) range.

So, as a result of this arrangement, while Philips television has moved to Mindshare, Carat continues to handle the rest of Philips' products in India, across categories such as consumer lifestyle, healthcare and lighting. Ad spends for this chunk of Philips - namely the set that Carat handles - are pegged at Rs 60-80 crore.

For the record, the creative duties for Videocon D2H are with Publicis Ambience, whereas the Philips-Electrolux combine is handled by Mudra.