Toshiba scouts for media agency; calls for a pitch

The Japanese firm has called four-five media agencies, including Madison Media, ADK Fortune, Dentsu Media and Hakuhudo Percept's media arm, Allied Media. The size of the account is estimated at Rs 50 crore.

The Japanese brand Toshiba is looking for a media agency and has called for a media pitch. The size of the account is estimated to be worth Rs 50 crore.

The development has been confirmed by a senior official of the company, on conditions of anonymity.

Toshiba has called four-five agencies to participate in the pitch process, including Madison Media, ADK Fortune - the joint venture between JWT and Japanese advertising agency ADK, Dentsu Media, and Percept's media arm, Allied Media.

Allied Media is the incumbent agency on the business, while the creative function is handled by Hakuhodo Percept, with Dentsu handling a few creatives on project basis.

In an effort to give the brand a push, Toshiba had brought on board Bollywood star Vidya Balan in 2008 and launched a series of campaigns featuring her. In 2010, the company roped in cricketer Sachin Tendulkar. This year, Toshiba launched the 'Bowl to Sachin' campaign during the fourth season of the Indian Premier League (IPL).

For the record, Toshiba India started off as the Indian liaison office of Toshiba Corporation, Japan, in 1985. In 2002, it became a wholly owned subsidiary of the parent company. Toshiba Corporation is a multinational conglomerate involved in various businesses such as infrastructure, consumer products, electronic devices and components, including televisions and laptops.