Anchor appoints Initiative & Leo Burnett for media & creative

17 Aug,2018

By A Correspondent


Electrical goods maker Anchor has appointed Initiative for its media mandate and Leo Burnett India for its creative duties.


Said Vivek Sharma, Managing Director, Anchor Electricals Private Limited, on the creative mandate to LBI: “We were looking for a partner whose innovative ideas and approach are in sync with our brand’s vision. We have partnered with Leo Burnett India as our new creative agency based on their strategic planning and innovative creative thinking. We believe and have complete faith in the team’s passion, commitment and their ability to do justice to our mandate. We look forward to a stronger collaboration and are confident that the partnership with Leo Burnett will help us further strengthen our ability to reach out to our existing and potential consumers with influential and relevant communication.” And this is what he said on the Initiative appointment: “As a company, we are strategically aligning ourselves to substantially improve consumer connect. AEPL would aggressively use mass media in building saliency and creating awareness for its businesses in the months to come. We, at AEPL, are happy to partner with Initiative in this exciting phase of growth”.


Said Dheeraj Sinha, MD – India & Chief Strategy Officer – South Asia, Leo Burnett: “It’s a great opportunity to re-energise a brand that has tremendous local equity in the name ‘Anchor’, and now has the advantage of global expertise in the name of ‘Panasonic’. Our opportunity is to build a brand and a business in this category like it has never been done before.”


Added Vaishali Verma, CEO, Initiative: “This is one more prestigious addition to our esteemed portfolio of clients. We look forward to working with Anchor and create cutting-edge, strategic media solutions. Working with an ambitious company like Anchor is a great challenge and we look forward to creating impactful business solutions through our proprietary global tools.”



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