Voltas reviews media account for AC business

Media heavyweights GroupM, Madison, Havas, Aegis and IPG participated in the pitch. The incumbent agency is Lintas

BestMediaInfo Bureau | Delhi | January 10, 2013

Voltas has just finished an exhaustive two rounds of presentations for its room airconditioners media account. According to informed industry sources, all the media heavyweights – GroupM, Madison, Havas, Aegis and IPG – participated in the pitch. The incumbent agency on the account is Lintas.

The account size is estimated at Rs 40-50 crore. Interestingly, incumbent Lintas is in the race through its new avatar, IPG. Lintas had won the Voltas business in early 2010. Before Lintas, MPG was handling media for the company.

The sources have claimed that the turmoil in Lintas starting mid-2012 with quite a few seasoned hands leaving the company is one of the reasons that Voltas wanted to go in for a review. Besides, it is reliably learnt, Voltas wanted a more innovative media approach – in contrast to a conventional television-driven media plan – in view of the fact that its mainline air-conditioner business has achieved a strong brand repositioning after Meridian/Ogilvy & Mather took over the creative business in end-December 2011.

When contacted by BestMediaInfo, Deba Ghoshal, Head of Marketing, Voltas UPBG, said, “At the moment we are not in a position to comment much on this.” He refused to divulge any details.

Info@BestMediaInfo.com

Info@BestMediaInfo.com