Initiative has retained media duties for Sony Electronics. The size of the account is estimated to be around Rs 200 crore.

Industry sources confirmed to exchange4media that following a multi-agency pitch, Initiative retained the integrated media mandate of Sony Electronics India.

exchange4media reached out to Initiative and Sony for an official confirmation but did not receive any till the time of publishing the article.

The account is being handled by the agency’s Delhi office. Initiative has been handling this account for the past two years.

Initiative will be handling the entire portfolio of the brand in India, including Television and Home Cinema, video cameras, audio and in-car accessories, cameras, energy storage, cable devices and mobile, accessories and smart devices.

[“source=exchange4media”]