MUMBAI: Bengaluru-based home appliances manufacturer Stovekraft has awarded the creatives duties for its brand Pigeon Home Appliances.

Grey‘s Bengaluru office will be in charge of the account which includes the brand‘s complete product portfolio.

Sources peg the account size at Rs 300 million.

Mindshare holds the media mandate for the brand.

The pitch for the account was initiated nearly a month back and included five agencies apart from Grey - Contract, Rediffusion Y&R, Lowe, Percept and Euro RSCG. The final round of the pitch included Lowe, Percept and Grey.

Confirming the news of the win to indiantelevision.com Grey South VP and branch head Hari Krishnan said, "As a category, the home appliances segment has very few brands that are present at a national level and Pigeon is one of them. The brand communication will be aimed at consolidating Pigeon‘s presence and visibility across India."

The agency plans to carry a 360 degree media campaign for Pigeon over time, though the immediate focus will be on traditional mediums like TV, print and outdoor. "In this case, retail will also be a very important touch point with activations and store promotions," adds Krishnan.