Mr. Santosh Sood

This research work is carried in association with Mr. Santosh Sood, Associate Director, Lowe Lintas and Mr Samit Sinha, Country Head, Alchemist Brand Consulting and Ex CEO of Mudra Communications.

Recently, Mr Santosh Sood, a senior executive at Lowe India had put in his papers to join a rival ad agency.

Recently, Santosh Sood, a senior executive at Lowe India had put in his papers to join a rival ad agency.

Mr. Santosh SoodAssociate DirectorLintas India Ltd8th Floor , Mohandev Building , Tolstoy Marg , New Delhi - 110 0013712465/723712853

These players are practically falling over each other in an outspending spree to garner a greater share of the pie or, as Santosh Sood, senior associate director of Lowe puts it, "needscape".And the industry is growing.In 2000, the air conditioning market grew at about 32 per cent. Burgeoning growth rates in the industry attracted more players into the market.This summer, growth is up.It's showing: aggressive media campaigns are very much in the air.

If adspends are taken as a benchmark, it's certainly witnessed exponential growth.Clearly, this is a fallout of air conditioners becoming a retail consumer durable.
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But as reflected in the changed positionings Carrier has taken, Sood says, "the brand is somehow trying to find the right tags.