Mash Advertising walks away with Philips' mobile handset creative biz

MUMBAI: Percept‘s Mash Advertising has won the creative and strategic account of Philips‘ mobile handset business.

The size of the account is pegged at Rs 150 million. The agency‘s Delhi office will handle the account.

Mash Advertising chief executive officer Amitabha Lahiri said, "Phillips was at a sort of crossroads regarding their mobile handset marketing and we approached them with an entire plan of what they need to do to promote the brand. After they had a look at what we could bring to the table, Phillips was happy to give us the chance to manage their creative and strategy business."

The agency will be responsible for conceptualising the creatives for the brand‘s 360 degree marketing initiatives. It will also be responsible for strategising for each model of handset that Phillips releases in the market.

Lahiri said, "We will be targeting the youth. I believe there is a need to define the right need set in this TG. They no longer the jumping jack sort of behaviour and thus there is a deeper side to their psychography. It will be an interesting challenge to tap into this phenomenon."

Mash is a 360-degree offering of advertising, with a strong support of media, PR, content and experiential marketing. It is a subsidiary of Percept/H. The agency has the participation of the Indian Percept Group and Japan‘s Hakuhodo.

Philips made a reentry into the Indian mobile handset market after eight years with the launch of six models priced under Rs 10,000 in September 2011. At that point, DDB Mudra worked for the launch campaign of the handset in India.

The company will soon launch a multi-media campaign, which will first use the print and radio platforms. A television campaign will be launched after a few months.

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