MUMBAI: Integrated communication agency Focus has been roped as Finolex Cables‘ digital media partner.

Focus has been handling Finolex‘s creative, strategy and media planning services for the past seven years.

Trinetra Focus Communication (the digital arm of focus) vice president Harsh Wardhan Dave said, "We are glad to be extending our digital offerings for Finolex Cables. Having realised that electrical cable as a category is a difficult one to communicate, our team has put in great efforts towards effective messaging and strategy to create a strong base for a non-core brand like this. A research insight on the target audience affirmed our belief that it was the right time for Finolex to get into the digital marketing space. Through this mandate, we wish to bridge the gap and build sustainable engagements with the core audience."

Over the years, Focus has created numerous TVCs, print ads and a large support of in-store activities. This is the first time that Finolex is venturing into the digital media space. The key mandate for its agency would be to concentrate on building the brand awareness along with regular engagement with the target communities.

Focus, established in 1997, develops integrated strategies aimed at providing business solutions to its clients. Together with Focus Media 360 degrees (Media), Trinetra Focus Communications (Digital) and Focus Circle (Creative and Advertising) forms an integrated media agency that truly believes in building brands holistically from inside out.