Financial Daily from THE HINDU group of publications
Saturday, Dec 13, 2003
Financial Daily from THE HINDU group of publications Saturday, Dec 13, 2003 |
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Marketing
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Advertising Madison to handle BenQ brand in India Purvita Chatterjee
Mumbai , Dec. 12 BENQ India Pvt Ltd, a subsidiary of the $3-billion Taiwanese leader in networked consumer digital devices, has appointed Madison Communications to handle its brand in the Indian market. Mr Ashish Bakshi, Country Head - India Operations, BenQ, told Business Line, "We have appointed Madison Communications for handling our account in the Indian market and this would include our media buying account as well." The company has earmarked a marketing budget of Rs 12 crore for the next financial year. The BenQ GSM mobile phones recently launched in the Indian market will carry the baseline, `Enjoyment Matters'. Recently, BenQ (an acronym for Bring enjoyment and quality to life), kicked off the "BenQ Bootleg Beatles - India Tour 2003" in Mumbai. The tour aimed to introduce the Indian youth to the Beatle mania magic, capitalising on the rising international interest in the group. In keeping with the youth theme, BenQ coincided the concert with the launch of its latest offering in the Indian mobile phone space, the mono bar phone M560G. Commemorating BenQ's relationship with the band, the Bootleg Beatles released the official BenQ Bootleg Beatles Tour 2003 tune, which will subsequently form part of the factory set polyphonic ring tones available in the M560G. Commenting on BenQ's association with the Bootleg Beatles tour, Mr Bakshi, added, "The Bootleg Beatles are the icons of the resilience and enterprising spirit of the youth across cultures. And with BenQ's focus on the youth segment, the association with music, which is forever young was a natural fit for us. We are glad to have had the opportunity to expose India to the Beatles phenomenon and proud of our association with the band especially with them having customised a ring tone for our latest phone." BenQ, an industry leader in digital lifestyle devices with products in the display, storage, imaging, wireless and broadband areas floated its Indian subsidiary in 2001. The company has plans of launching CDMA-enabled mobile phones and laptops in the Indian market in the near future.
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