TME has replaced Lintas Media Group as the media agency for Eveready Industries. The size of the business is estimated to be Rs 30 crore. The business will be handled by TME’s Kolkata branch. Rediffusion -Y&R, Kolkata handles Eveready’s creative duties.
The latest win will strengthen the agency’s position in Kolkata and is a sign that the agency is succeeding in its bid to expand its presence in markets outside Mumbai and Delhi.
In an official communiqué, Divya Radhakrishnan, president, TME, says, “Working with the client closely in optimising its media investment, in order to produce results, is the challenge at hand.”
Eveready is the manufacturer of India’s largest selling brand of dry cell batteries and flashlights (torches), with dominant market shares. The company appointed Amitabh Bachchan as its brand ambassador in 2004. The brand is known for its ‘Give me Red’ campaigns.
Radhakrishnan revealed that Eveready is currently focusing on its batteries and flashlights business. The new campaign should break mid-March and will not feature Bachchan.