Following a multi-agency pitch, PE Electronics, a brand license partner of Philips for the TV category in India, has handed creative duties to Brand-nomics Counsulting (a partner of Concept Communication).
According to an official statement, Mudra was handling the creative duties prior to the development. The brand strategy and creative executions would now be managed by Brand-nomics.
Viren Razdan, managing director, Brand-nomics Consulting, said, “It is a great opportunity for us to showcase the holistic campaign. Our pitch made us win because we focussed on localisation of brand. Very often, international brands replicate the global strategy. We will be connecting the local context to the category. Moreover, we are keeping it media-specific, which is communication based on various mediums.”
Campaigns across various mediums should roll out by 30 March 2014 or earlier, he added.
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