Vivo India, a leading Chinese smartphone brand, has awarded its digital creative mandate to 22Feet Tribal Worldwide and digital media mandate to PHD Media in India. The two agencies won the Vivo’s digital mandate following a multi-agency pitch in Delhi held in February this year.
The AdAge India team in February had reported the news where several top media and creative agencies were vying for the account. The Vivo account is also expected to be handled from the Delhi offices of 22Feet Tribal Worldwide and PHD.
The Vivo India marketing team has confirmed the news. However, they did not disclose the exact size of the account.
The win comes just as IPL is set start at the beginning of next month. Vivo being the title sponsor for IPL has been known to be one of the biggest advertisers. For instance, this year it has also acquired the co-presenting sponsorship rights on TV and digital on Star Sports and Hotstar.
This year the spends during IPL could be even bigger with the launch of its latest flagship smartphone the V9 on Monday this week and having roped in their new brand ambassador Aamir Khan. For this Vivo released its latest ad campaign during the week, the first to be featured with Aamir.
In the last two years, the digital account was handled by WATConsult, which is part of the Dentsu Aegis Network (DAN). While the mainline creative mandate of Vivo is with Brand David, the mainline media mandate is handled by Alliance Advertising.
Alliance Advertising was reported to have retained the mainline media mandate for Vivo in February 2016 following a multi-agency pitch. The size of the account that Alliance Advertising had retained was pegged at Rs 100 crore.
Vivo has been one of the biggest Chinese smartphone brands to enter the Indian market and has made a big splash in terms of advertising and marketing since its entry into the country at the end of 2014.
The brand has been extremely active on digital media and has a huge following in India. For instance, it has 19 million followers on Facebook, 1,99,000 followers on Twitter and 91,800 followers on Instagram.
Vivo in the past has put significant spends on advertising and marketing on the IPL. It had first acquired the title sponsorship rights for IPL for the 2016 and 2017 season for Rs 100 crore. Later, the brand spent a whopping Rs 2,199 crore last year to retain the IPL rights for a period of 5 years.
Besides acquiring the rights to the title sponsorship of IPL, it splurged big bucks to acquire a large portion of the digital inventory for IPL.
Source: AdAge India
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