MUMBAI: Celebration time at JWT Bangalore. After a six month scrutiny process by the sports accessory major - Nike; the agency has finally been bestowed with the creative duties of the same. The final race for the account was between the winning agency and O&M.

Earlier only the footwear brand - Nike Air was handled by Rediffusion DYR. Whereas now, JWT Bangalore will be handling Nike as a brand in its totality, which would be footwear, accessories and apparels.

Both Nike India marketing director Sanjay Gangopadhyay and JWT Bangalore senior vice president and general manager Dhunji Wadia confirmed the development to Indiantelevision.com late last night.

Gangopadhyay also stated that JWT Bangalore was chosen "For their strategic perspective and passion." In the last couple of years, Nike in India had limited advertising, "but now there will be the full thrust behind brand advertising."

The need for an agency for Nike arose as they decided to make their entry into India, a year and a half ago. Nike has in the recent past decided to come into India and set up its independent operations. Earlier Nike has licensed its brand to an Indian company - Sierra Industrial Enterprises, who looked after the marketing and sales of the brand.

Apparently, due to numerous complaints that Nike received about the quality of its product in India, the decision was made to have their own set up here.

The ad spends for the footwear, apparels and accessories major in India is a significant chunk. Interestingly, JWT Bangalore is the only agency that handles both Nike and Levi's Strauss.