Financial Daily from THE HINDU group of publications
Friday, Sep 19, 2003
Financial Daily from THE HINDU group of publications Friday, Sep 19, 2003 |
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Marketing
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Advertising Alcatel India ropes in Lowe Mumbai for handsets Purvita Chatterjee
Mumbai , Sept. 18 ALCATEL India, has appointed Lowe Mumbai to handle the creatives for its mobile handsets. Mr Mohit Kapoor, Country Manager, Alcatel India, told Business Line: "We had given the task of appointing a new agency to our distribution partner Videocon. Lowe is the new agency we will be working with and Lintertainment, its entertainment marketing division, will also be involved with the campaign." Without disclosing the ad budget for the brand, Mr Kapoor added, "we will roll out the new print campaign this November to coincide with the launch of our One Touch 320 model of mobile handsets. It will be an India specific campaign using product-led creatives". The company has, however, decided not to appoint a media buying agency. Adds Mr Kapoor, "We have appointed Videocon to directly buy media on our behalf". Roping in the services of Lintertainment, Alcatel is hoping to educate its potential consumers about the usage of its phones. Lintertainment, in conjunction with its mainline advertising agency, Lowe, is expected to help Alcatel market its phones by highlighting the simplicity in using its products through the one touch feature of its phones. While Videocon will help Alcatel in importing and distributing its phones through its outlets across the country, the company has also roped in Airtel as its service provider. Bringing in its entry-level phones, Alcatel has decided to target the Indian woman to buy its phones. Adds Mr Kapoor, "Our One Touch 320 feature is specifically designed for Indian woman and first time buyers. Weighing 80 g and 20mm thick, this is the ideal weight and size for women for slipping into their bags." Targeting both conventional outlets selling mobile phones as well as consumer electronic stores selling the Videocon brand, Alcatel hopes to build volumes through its popular pricing strategy.
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