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Thursday, February 22, 2024


The agency, along with group company Mirum India, has won the creative and digital duties for aftermarket battery brands SF Batteries and Dynex from Exide Industries Ltd. For over two decades, the agency has partnered Exide for helping them build ‘Exide’, their flagship brand.

Wunderman Thompson, South Asia, will handle the entire range and portfolio of businesses under Exide Industries Ltd (EIL) in the wake of two new business wins — SF Batteries and Dynex from its aftermarket battery portfolio.

The consolidation of the brand’s creative media duties comes at a strategic time as EIL aims to reinforce and consolidate itself in the aftermarket battery market. Wunderman Thompson, along with its group company Mirum India, will work closely with EIL to drive growth and visibility for all three brands, by tapping into the power of “traditional and new-age, data-driven, digital marketing solutions”.

With a legacy of the some of the top brands in its creative kitty, Wunderman Thompson seeks to deliver end-to-end creative and digital solutions to clients, blending data and technology across multiple platforms.

Arun Mittal, Director Automotive, Exide.

With the automotive industry facing a particularly challenging market situation for over a year now, made worse by the pandemic, Wunderman Thompson believes that it can partner brands to “help them navigate these unprecedented times with a holistic brand and communications strategy

Tarun Rai, Chairman and Group CEO, Wunderman Thompson, South Asia.

Referring to their ongoing alliance with the agency, Arun Mittal, Director Automotive, Exide, said: “For 75 years, Exide has been a symbol of trust, quality and market leadership. Despite growing market complexities, we continued our dominance through various transformational steps; be it adoption of technology or through enhanced customer centricity in our product and service offerings. We believe, consolidation of our brands with Wunderman Thompson will further enable us reach our future business goals at an accelerated pace.”

Vijay Jacob Parakkal, Senior VP & Managing Partner, Wunderman Thompson.

Tarun Rai, Chairman and Group CEO, Wunderman Thompson, South Asia, said: “Exide is an exceptionally powerful brand and we are proud that we have contributed in building it over the last two decades. We are delighted that our client has reposed their trust in us by asking us to handle two more of their brands — SF and Dynex. Besides appointing our group company, Mirum, to support the digital transformation journey that has already begun in right earnest. The seamless delivery of an end-to-end solution is what Wunderman Thompson believes in and we now have that opportunity to demonstrate it on all the three brands.”

Sanjay Mehta, CEO Mirum India.

Vijay Jacob Parakkal, Senior VP & Managing Partner, Wunderman Thompson, Kolkata, added, “Exide Industries Limited has been a very special relationship for us for almost 2 decades and we are thrilled to win the creative and digital mandate for all three brands, Exide, SF and Dynex. We look forward to partnering them in their next phase of growth with  our comprehensive creative, technology and data capabilities.”

Talking about the account, Sanjay Mehta, CEO Mirum India, said, “We are pleased to see a strong focus from the group, towards extensive digital transformation, and as a part of the Wunderman Thompson group, Mirum is very pleased to be working with the client on this journey, and help deliver on their extensive business goals, using digital marketing.”


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