Arms Communications wins Luminous and Groversons business

MUMBAI: Luminous Power Technologies has appointed Arms Communications for its new home electrical division. The agency won the business following a multi-agency pitch that took place in Delhi and saw participation from several agencies including Meridian, which is the incumbent on the account.

The annual media spends for this new division is estimated to be in the range of Rs 200-250 million.

Arms Communications chairman Reet Ahluwalia said, "To leverage Luminous‘ exciting brand equity, and achieve high visibility will be the focus for the home electrical division, which will be launched under the Luminous brand."

The offering will include switches, fans, cables, and wires.

The media mix will include print, TV, outdoor and below the line (BTL) activities.

The media planning and buying duties for Luminous lie with Alliance Marketing and Advertising.

Luminous deputy general manager marketing Sridip Banerjee said, "Arms Communication came across as an agency which can provide strategic inputs to the overall marketing approach. It was quite evident through their presentations and the detailed discussion which spanned several meetings that there are synergies in the way both the parties want to promote brand Luminous and an understanding was reached in terms of overall creative duties as well as day to day conduct."

Sachin Tendulkar, who was signed on as brand ambassador of Luminous Power, will also promote the offering of the home electrical division.

In 2010, Luminous had appointed Meridian to handle its creative function. Arms Crestra was managing the creative duties for Luminous Power Technologies before Meridian.

In a similar development the agency also won the creative account for ladies intimate wear manufacturer Groversons. The size of the business is estimated at Rs 70-80 million.

Groversons was established in India in 1953 by Chaman Lal Grover. It manufactures ladies undergarments in woven, knitted, and hosiery fabric. Some of the brands from the group include Paris Beauty, Miss-t, Poem, Sparsh, and Sunaina.

The group plans to use TV, print, digital, and below the line (BTL) activities to spread awareness about its brands. The campaign will begin by April 2012.

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