Omnicom Media Group’s PHD India has clinched the integrated media mandate for Atomberg Technologies, a leading smart home appliance brand, following a competitive multi-agency pitch. The agency will manage the brand’s entire media strategy, replacing incumbent Madison, as Atomberg aims to expand its footprint across India’s rapidly evolving consumer appliances market.

PHD India will spearhead Atomberg’s media planning, buying, and audience-centric campaigns from its Mumbai office. The partnership focuses on leveraging PHD’s proprietary ‘intelligence.connected’ framework, which integrates data-driven insights with local market agility. This approach aligns with Atomberg’s mission to deliver energy-efficient products like BLDC fans and mixers, which have made it a household name since its 2012 launch.

Key factors behind the win include:

• Local Market Expertise: PHD’s deep understanding of India’s regional consumer behavior.
• Tech-Driven Solutions: Use of advanced analytics to optimize media spend and target niche audiences.
• Sustainability Alignment: Synergy with Atomberg’s focus on energy efficiency and eco-friendly innovation.
• Arindam Paul, founding member and CBO of Atomberg, stated: “PHD’s strategic expertise will amplify our reach as we solve everyday challenges through technology.”

Atomberg has emerged as India’s No. 1 BLDC fan brand, with products designed to reduce energy consumption by up to 65%. Recent launches like India’s first BLDC motor mixer grinder underscore its commitment to redefining home appliances. The brand now targets deeper market penetration, particularly in tier-2 and tier-3 cities, where demand for affordable, energy-saving solutions is surging.

The Indian consumer appliances market, valued at $50 billion, is witnessing fierce competition from brands like Havells and Crompton. PHD’s mandate will focus on differentiating Atomberg through campaigns emphasizing innovation, durability, and cost savings, capitalizing on India’s shift toward sustainable living.

Monaz Todywalla, CEO of PHD India, highlighted the shared vision: “This partnership is a pursuit of progress. Atomberg’s tech-driven solutions resonate with our data-first philosophy.” The collaboration aims to strengthen Atomberg’s position as a market leader while exploring new product categories.

PHD’s immediate priorities include:

• Scaling Digital Campaigns: Enhancing visibility on OTT and social media platforms.
• Regional Customization: Tailoring messaging for diverse linguistic markets.
• Performance Metrics: Tracking ROI through real-time analytics to refine strategies.

Key Highlights:

• PHD India won Atomberg’s media mandate after a multi-agency pitch, replacing Madison.
• The partnership focuses on data-driven campaigns to boost Atomberg’s market share in energy-efficient appliances.
• Atomberg’s BLDC fans and mixers target India’s growing demand for sustainable home solutions.
• PHD will leverage its ‘intelligence.connected’ framework to drive hyper-localized strategies.