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Tag: MASH Advertising

  • Percept restructures the Advertising business – MASH Advertising merges with IBD India

    Percept restructures the Advertising business – MASH Advertising merges with IBD India

    MUMBAI: Forget love, mergers are in the air these days.  The latest being MASH Advertising with IBD India.

     

    Percept has restructured its advertising business to merge the two entities with effect from 1 April. The restructure will enable Percept to offer better synergies, streamline operations and efficiencies between the two agencies, and provide a greater array of services and solutions to stakeholders.

     

    Rahul Gupta has been elevated to managing director of the merged business wef 1 April. Gupta had set up ByDesign in 1994 to offer strategic brand services based on superior creativity, and in 2007 ByDesign entered into a JV with Percept–Hakuhodo to form IBD India.

     

    Today IBD India offers a complete 360 degree approach in providing brand and marketing solutions to clients. Over the years Rahul has brought invaluable expertise to the many dynamic brands handled by IBD India including SSK Group, Panasonic, PNB Housing, Tupperware, Taj Group of Hotels, K Raheja Corp and Tilaknagar.

     

    Going forward, Gupta’s in-depth knowledge of brands and the dynamics within which they operate will enable him to continue to offer unique and innovative integrated brand development solutions and creative strategies for the many successful brands handled by MASH Advertising and IBD India.

     

    Amitabha Lahiri has been elevated to chief executive officer of the merged business. Lahiri has been associated with the Percept group in different leadership roles for over seven years. He joined as senior vice president, Hakuhodo Percept India and was later elevated to the position of COO during which Hakuhdo Percept witnessed a series of prestigious business wins including Wagon R, Grand Vitara & A-star from Maruri Suzuki, Carrier, Toshiba, Daikin, Unicharm, Sukam and Hindware.

     

    In 2011 Lahiri became CEO of the newly incepted MASH India – a subsidiary of Percept/H, and within a span of two years attained a diversity of prominent businesses including Carrier, Toshiba, Haier, Philips, Kyocera Mita, DLF and Parsvnath. His proficiency on a wide array of businesses will enable to take the newly merged entity to the next level of success.

  • Mash Advertising bags AOC Colour Television’s creative biz

    MUMBAI: Percept‘s Mash Advertising has won the creative duties for AOC Colour TV, an international lifestyle brand of TPV Technology.

    The company has planned activities across all media platforms like TV, press, OOH and digital.

    The company has roped in Kalki Koechlin as brand ambassador for AOC TV.

    TPV India marketing director Seema Bhatnagar said, “We were very happy with the cutting edge creative and thinking presented by Percept. Their approach definitely matches our aggressive foot print that we have chalked out for this market.”

    Mash Advertising CEO Amitabha Lahiri said, “We are simply delighted with this feat. One of the key yardsticks of a buoyant economy is the consumption of the high end Consumer Electronic items. And India has been scoring high on this for the past few years. The product quality of AOC coupled with an existing equity in the colour monitor segment will help us strengthen the brand foot print in India.”

    Based out of Taiwan, TPV group designs and manufactures a wide range of LED and LCD displays for global distribution across Europe, North and South America, Australia, China, India and many other Asian countries.

  • Mash Advertising wins Olympus’ media and creative biz

    MUMBAI: Percept Group’s subsidiary agency, Mash Advertising, has bagged the creative and media mandate of camera manufacturer Olympus Imaging India.

    The combined annual account size is pegged at Rs 120 million to Rs 150 million.

    The account will be serviced out of the Mumbai office. Incidentally, this is the first project that will be carried out by Mash‘s Mumbai office.

    Percept H CEO Prabhakar Mundkur said, “The business will be managed jointly by the agency’s Mumbai, Pune and Delhi office. In fact, Olympus will be the first project carried out by Mash’s Mumbai office. This is another step towards spreading out Mash in the country.”

    The project will be led by Mash Advertising CEO Amitabha Lahiri. The ad campaigns will roll out over the next month and will have emphasis on print and digital.

    Olympus Corporation operates out of its Mumbai office in India which handles the marketing of digital still cameras, Olympus pen, DSLRs, accessories, binoculars and voice recorders. The brand’s standalone stores are functional in Bangalore, Kochi, Delhi, Kolkata, Mumbai, Noida and Pune.

    Mash is a 360-degree advertising agency which has the support of media, PR, content and experiential marketing provided by the specialised group companies of the Percept Group. It offers services including planning support, creative execution and innovative ideas in the area of advertising communications. It recently won the creative and strategic account for Philips’ range of mobile handsets.

  • Mash Advertising walks away with Philips’ mobile handset creative biz

    Mash Advertising walks away with Philips’ mobile handset creative biz

    MUMBAI: Percept‘s Mash Advertising has won the creative and strategic account of Philips‘ mobile handset business.

    The size of the account is pegged at Rs 150 million. The agency‘s Delhi office will handle the account.

    Mash Advertising chief executive officer Amitabha Lahiri said, “Phillips was at a sort of crossroads regarding their mobile handset marketing and we approached them with an entire plan of what they need to do to promote the brand. After they had a look at what we could bring to the table, Phillips was happy to give us the chance to manage their creative and strategy business.”

    The agency will be responsible for conceptualising the creatives for the brand‘s 360 degree marketing initiatives. It will also be responsible for strategising for each model of handset that Phillips releases in the market.

    Lahiri said, “We will be targeting the youth. I believe there is a need to define the right need set in this TG. They no longer the jumping jack sort of behaviour and thus there is a deeper side to their psychography. It will be an interesting challenge to tap into this phenomenon.”

    Mash is a 360-degree offering of advertising, with a strong support of media, PR, content and experiential marketing. It is a subsidiary of Percept/H. The agency has the participation of the Indian Percept Group and Japan‘s Hakuhodo.

    Philips made a reentry into the Indian mobile handset market after eight years with the launch of six models priced under Rs 10,000 in September 2011. At that point, DDB Mudra worked for the launch campaign of the handset in India.

    The company will soon launch a multi-media campaign, which will first use the print and radio platforms. A television campaign will be launched after a few months.