Transsion Holdings Conglomerate, a manufacturer of mobile handsets headquartered in China, has assigned creative duties of its brand itel to J. Walter Thompson.
The mandate for the Indian market follows a multi-agency pitch. The agency's Delhi office will handle the business.
On 25 July, The Financial Express reported that the handset brand had sold a million units in India in three months of launch, priced between Rs 2,000 and Rs 10,000.
Sudhir Kumar, CEO, itel India, said, “In an increasingly digital-first world, mobile ownership is no longer a privilege, but has emerged as a fundamental right. At itel, we are dedicated to help every Indian claim this right, helping them stay connected seamlessly with the world around them. With a rich legacy of building brands and an in-depth understanding of our target demographic, JWT and its network of agencies are the perfect creative partners to highlight our brand proposition, ‘Right to progress’."
Sanjeev Bhargava, managing partner, J. Walter Thompson, said, “itel’s vision of providing feature-rich phones that are pocket friendly gives it a tremendous opportunity to disrupt the market. Establishing itel Mobile as a leading industry player will require a multi-disciplinary approach, something which JWT and its network of agencies particularly excel in.”
Gaurav Tikoo, chief marketing officer, itel India, said, “With our purposive innovation, cutting-edge technology and a unique proposition of 100 days warranty which is a game changer in the mobile industry, we aim to break the class barriers in the mobile market. The partnership will allow itel Mobile to benefit from the unique integration of traditional and new-age media leveraged by JWT and its network of agencies."
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