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Everest wins Augere’s broadband wireless service account

The agency bagged the account in a multi-agency pitch and has been mandated to launch and establish the ‘Zoosh’ brand in India

BestMediaInfo Bureau | Delhi | January 4, 2012

Everest Brand Solutions has won the strategic and creative duties for Augere’s broadband wireless services, being launched under the brandname ‘Zoosh’ in India. Augere is a pioneer in the broadband wireless service business and currently offers 4G services under the brandname ‘Qubee’ in several countries in Asia and Africa.

Aiming to create a unique positioning for a new brand while competing with a host of well established brands, Augere Wireless Broadband India had initiated a rigorous pitch process for the selection of a creative partner to launch the Zoosh brand in India. After several rounds of presentations, the client awarded the business to Everest Brand Solutions.

The agency is currently in the process of undertaking an in-depth survey about the company’s services and will roll out its first 360-degree marketing campaign to launch the brand within the next quarter.

Augere India was awarded BWA spectrum in Madhya Pradesh and Chhattisgarh circle in the auctions held last year and will be one of the first to  launch 4G (TD-LTE) wireless broadband services in India and globally.

Confirming the development and commenting on the reasons for choosing Everest, Mayur Tanna, Chief Commercial Officer, Augere Wireless Broadband India, said, “Augere wants to develop Zoosh as a brand which the youth in India would associate with as an enabler to fulfil their aspirations.The current broadband market in India is an extremely cluttered space with innumerable product offerings that often leaves the consumer confused. Even the quality of service falls much short of the communicated promise. Zoosh aims to be a credible broadband wireless service provider that cares for the consumer and makes the Internet experience fast, reliable and easily accessible. We at Augere are very passionate about Zoosh and wanted a partner who shares our passion and vision for a young and vibrant brand in India; Everest has demonstrated this passion and has created a strategy aligned with our vision.

Commenting on the win, Dhunji S Wadia, President of Everest Brand Solutions, said, “The Augere business is a significant acquisition in terms of scope and size. We were given a very detailed and specific brief. This helped the team in working on interesting creative solutions. We are delighted to be their agency of choice. This win also marks a good beginning to 2012 for Everest.”

Naveen Saraswat, COO, Everest Brand Solutions, said, “Working on the pitch was very challenging and interesting. The entire team is very excited about working on the launch of Zoosh. We look forward to building it into a strong brand in India.”

Rahul Jauhari, NCD at Everest, said, “It's great to welcome clients who appreciate totally unconventional thinking and work. We look forward to a wonderful relationship.”

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