9051668151

Electronic Brands, Retail

Electronic Brands, Retail (Videocon Group (Videocon, Sansui, Hyundai, Next, Next.Co.In) )
The Challenge: Poor traction and exhausted budgets after failed campaigns in the past.
Resurrect Videocon in weaker markets (Kerala, Bengal, Tamil Nadu) and the other
brands across India.
Approach: Consistent tactical offers to leverage the home-brand advantage across
low-cost media. Robust brand positioning over Japanese/South Korean technology.
Result: Graduation to mediocre response and a 4-year relationship with personal
admiration from the group-owners. Eventually, the brand (Next) was merged with Digiworld.