T-Series ties up with Everest for mobile handsets launch

Everest Brand Solutions has been assigned the charge of launching the new mobile handset brands from the house of T-Series. 

Super Cassette Industries, the owners of the brand T-Series, had invited leading advertising agencies to pitch for the creatives for its mobile handsets business before deciding to partner with Everest.

Bhushan Kumar, chairman and managing director of Super Cassette Industries said, “We found a great synergy between Everest and T-Series. The top team at the agency is both passionate and committed to creating consumer brands. In D Rajappa we found a great leader who combines the experience of working on brands like Airtel, Maruti, Parle and Emami with a well rounded track record in a diverse global environment.”

“Everest offers the best of both worlds: the experience and depth of a large agency and the agility of a small agency thanks to a team that has worked on the bluest of the blue chip FMCG brands,” he added.

 “We are naturally excited at the opportunity of working with T-Series - a well regarded name in the music industry. Just as an Intel chip powers the PC industry, T-Series powers the Indian music and entertainment sector by pepping up the heart beats of Indians,” said D Rajappa, president of Everest Brand Solutions. “We at Everest will be creating a consumer centric mobile phone brand that will serve as a new delivery mechanism for an iconic T-series music brand."

T-Series plans to be a significant player in the handsets market, and is targeting 5% of market share in 18-24 months. Everest will chalk out creative and brand building investments of over Rs 100 crore for its launch.