Sony India appoints Initiative Media to handle media

Sony India has announced the appointment of Initiative Media as its media agency for the Indian market. The appointment was made following a multi-agency pitch. Carat handled the media duties prior to this. The agency's mandate includes media planning and buying.

 

The agency will start working on the account from 1 June 2017 and the contract is for a period of two years. 

 

Yuichi Hasegawa, head of marketing communication and Retail, Sony India, said, “Our decision to appoint Initiative Media is reflective of the agency’s capability of understanding brand Sony and providing a strategic approach to widen audience and strengthening the market position of our brand portfolio. We look forward to working with Initiative Media and have a strong belief that together we can create success and drive our premium brand story forward.” .

 

Shashi Sinha, CEO IPG Mediabrands India, said, “We are delighted that Sony, an extremely prestigious marketer and brand is back with Initiative. We would like to thank Sony India for reposing their faith in us. Initiative stands committed to delivering the very best for Sony’s success.”