RPG Cellucom appoints Ogilvy & Mather as its creative agency

RPG Cellucom, a retail chain for mobility solutions, has appointed Ogilvy & Mather as its creative agency. O&M will handle all above-the-line and below-the-line activations for RPG Cellucom. Euro RSCG is the incumbent agency. Biswajit Pandey, Head Marketing, RPG Cellucom, confirmed the account size to be close to Rs 8 crore.

Pandey said, “We chose O&M as they demonstrated their understanding of our business. They have the right people, passion and enthusiasm to provide the marketing support we need for the ‘Cellucom’ brand in India.”

Sudhir Sahni, President, O&M Advertising Delhi, said, “We are working to accumulate a definite position of the brand in the retail segment. At present, we will be doing direct marketing and advertising, but it will be soon followed by a 360-degree initiative.”

He further said, “The campaign will break after a month as we are still working on it.”

RPG Cellucom outlets showcase a wide variety of mobility solutions from leading brands like Nokia, Motorola, Sony Ericsson, Samsung, Vaio, HP/Compaq, Toshiba, Lenovo and Acer, among others. The Cellucom stores offer customers the latest range of mobile phones, PDAs, notebooks, mobile enhancements, mobile entertainment products, IT accessories, peripherals and mobility solutions.

Cellucom has a turnover of over $400 million, and is a leading retail brand in the GCC and Africa. Besides retailing, it is also into distribution, exports and aftersales service of mobile phones and IT products. Recently, Cellucom was awarded ‘Superbrands 2007’ status in the UAE.