Zenith retains Micromax media business; Isobar wins digital mandate

The tightly contested multi-agency pitch for the Rs 200-crore business involved Madison, Dentsu Aegis and Omnicom

BestMediaInfo Bureau | Delhi | September 19, 2016

Publicis Media's Zenith has retained the mainline media planning and buying mandate of Micromax Informatics, one of India's largest smartphone makers. According to industry sources, the multi-agency pitch which was initiated a few months back involved leading media agencies Madison, Dentsu Aegis and Omnicom.

The account size is estimated to be around a whopping Rs 200 crore.

At the same time, Isobar India, the full-service digital agency from Dentsu Aegis Network, has bagged the digital mandate of Micromax Informatics. Isobar won the account following a multi-agency pitch.

Shubhajit Sen

Shubhojit Sen, CMO, Micromax Informatics, said, "We are delighted that post the pitch process we have two of the most competitive agencies on board with Micromax. While Isobar will lead our digital mandate and we are impressed with their team of young, intuitive professionals bringing in a fresh perspective, Zenith will continue to be our agency to manage traditional media. We would want to place on record our appreciation for Interactive Avenues and their team for helping build Micromax brand with some real great work.”

Tanmay Mohanty

Tanmay Mohanty, Group CEO, Zenith, expressed his delight on retaining the Micromax business. He said, “We share a wonderful working relationship with Micromax. The client was impressed with our fresh approach on the Micromax brand, and the innovative thinking and rich consumer insights that we bring to the table. Going forward, we will continue to put in the best of our resources of people, tools and processes behind the Micromax brand.”

Zenith handles a roster of plum businesses in India including Nestle India, LVMH, Singapore Airlines, Toyota, Hennes and Mauritz (H&M) and TrueCaller.

Shamsuddin Jasani

Shamsuddin Jasani, Managing Director, Isobar India, said, “Micromax is one of the leading brands in its category and a brand which is always innovating and coming up with a lot of firsts. We are very happy to have won their digital full-service mandate. We look forward to innovating together and driving the brand forward in digital.”

Gopa Menon

Gopa Kumar, Vice-President, Isobar India, added, “We are extremely glad with this new partnership with Micromax. The brand shares the same passion as us, when it comes to innovation and disruption. It's going to be really exciting working with one of the top brands of the country.”

Micromax Informatics is the second largest smartphone company in India, and the 10th largest mobile phone player in the world. Over the past decade, Micromax has pioneered the democratisation of technology in India – by offering affordable innovations through their product offerings and removing barriers for large scale adoption of advanced technologies.

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