Not long after its Delhi branch won the SpiceJet account, Contract Mumbai has bagged the creative duties of Anchor Electricals India, following a multi-agency pitch.
Art Advertising is the incumbent agency (which was also in charge of the media duties).
Once it has decided on its brand strategy, which may take a few weeks, Anchor is likely to call for a media pitch. Shalaka Diwanji, head, brand marketing, Anchor Electricals, says that Art Advertising is not on board for either the creative or the media mandate.
Anchor ‘s last ad was a corporate ad in 2006, called Team Dependable, which featured cricketers such as Rahul Dravid. Following this, Anchor India was acquired by Japanese electrical firm Matsushita Electric Works (MEW) due to which there was a significant reshuffling in Anchor Electricals India’s management and a two year lull in advertising.
Diwanji says that Anchor India was looking for an agency that would feel a sense of ownership towards the brand and would approach the branding in a scientific, systematic way. Contract met both of these requirements.
Umesh Srikhande, chief executive officer, Contract Advertising, says that although all the major media vehicles will be used, the media mix will be customised for each product campaign.
In April 2007, MEW, which owns the National and Panasonic brands, acquired an 80 per cent stake in Anchor Electricals India. This deal made Anchor a consolidated subsidiary of MEW.