MUMBAI: In a renewed and refocussed brand strategy, S. Kumars' Reid & Taylor has announced the appointment of WPP-owned MindShare India as its Agency of Record (AOR) for its media buying activities. In a competitive pitch amongst various media buying agencies, MindShare India won the Reid & Taylor account that is estimated to be in excess of Rs 250 million for the year across multi-media platforms.

Reid & Taylor communication custodian Tarun Joshi was quoted in an official release saying, "It is an extremely interesting brand strategy that Reid & Taylor is set to don. With Amitabh Bachchan as its brand ambassador, and Rakesh Mehra of Aks fame shooting the commercial, we have big plans for the brand. The campaign strategy will be revealed at a suitable date. Suffice to say that our campaign will take this brand into an entirely different orbit."

As reported earlier by indiantelevision.com Reid & Taylor had appointed Amitabh Bachchan as its brand ambassador. Nitin Kasliwal, the managing director of the parent company, S Kumars Nationwide had then said that the Big B's appointment would take the brand Reid and Taylor from the context of "India to Bharat".

Kasliwal added: "What impressed us most about MindShare is that apart from a very scientific thought process they blend common sense and market realities into their planning and buying process. These are very much the factors Reid & Taylor has used in buying media so far."

MindShare is part of the WPP Group network of over 60 communications companies. In India, it operates virtually on an autonomous scale.