Grey India senior vice-president, Ashutosh Khanna, said the agency beat
McCann-Erickson and DY&R in the four-agency pitch. On top of this, its
media sibling MediaCom has been awarded the agency of record media
assignment.
"There were a few factors that Carrier took into account, including the organisational fit of the agency with the Carrier business. Our integrated marketing solutions were also a factor because Carrier wants more than just advertising."
The agency is expected to launch a campaign for Carrier next month,
rolling it out in southern and western India. Since entering India in
1988, the US aircon manufacturer successfully established itself as the
market leader in the last decade. But it must now compete against Korean
brand LG, which entered India in early 1998. According to Khanna,
Carrier holds a 30 per cent market share, but the stakes are high with
the market expected to grow.
The new campaign will aim to beat off rivals, including LG, which offers a wider range of consumer products and has increased its market share over the past year.
