| Maximize's new managing director CVL Srinivas, who
joined the agency earlier this year, is certainly not letting any
grass grow under his feet looks like. Srinivas has been instrumental
in winning both the Titan and Britannia AoRs.
In a multi agency pitch that involved Madison, The Media Edge,
Maximize and Carat; Maximize emerged the winner and will be handling
the planning for three watch brands - Titan, Tanishq and Sonata.
The Titan AoR, which is currently being handled by Initiative Media,
is pegged at Rs 250 million.
On being asked what gave Maximize the upper hand in the multi agency
pitch, Srinivas said, "We offered the client a holistic solution
that combined traditional and non traditional media. Additionally,
using our propriety research tool - 3D - we were able to come up
with very specific solutions in the watch brand category. These
two combined is what swung the account in our favour."
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