Super Cassette Industries, the owners of T-Series, had invited leading advertising agencies to pitch for the creative business of its mobile handset business before deciding to partner with Everest.
Bhushan Kumar, chairman and managing director of Super Cassette Industries, commented, “We found a great synergy between Everest and T-Series. The top team at the agency is both passionate and committed to creating consumer brands. In D Rajappa we found a great leader who combines the experience of working on brands like Airtel, Maruti, Parle and Emami with a well rounded track record in a diverse global environment.”
“Just as an Intel chip powers the PC industry, T-Series powers the Indian music and entertainment sector by pepping up the heart beats of Indians,” said D Rajappa, president of Everest Brand Solutions.
“We at Everest will be creating a consumer centric mobile phone brand that will serve as a new delivery mechanism for an iconic T-series music brand," Rajappa continues.
T-Series plans to be a significant player in the handset market, and is targeting five per cent of market share in 18 to 24 months. Everest will chalk out creative and brand building investments of over Rs 100 crore (US$22 million) for its launch.
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