MediaVest Worldwide has been assigned the media planning and buying duties of education company Zee Learn on the back of a multi-agency pitch. The account size is pegged in the region of Rs 20 crore. The business will be managed out of MediaVest’s Mumbai office.
On awarding the duties to MediaVest, Sumeet Mehta, CEO, Zee Learn, divulged, “We were keen on partnering with a media company that understood our philosophy and audience. MediaVest has a rich experience in the field of media and communications. Their expertise along with solid insights and research will help us achieve our objective. We are looking forward to this association.”
Reacting to the win, Dinesh Rathore, Vice President, MediaVest Worldwide, Mumbai, said, “We are excited to work with pioneers of modern education. Their philosophy to Improve Human Capital goes hand in hand with our philosophy of transforming behaviour through experiences that are simple, meaningful and real time. Our partnership with Zee Learn will help accelerate their growth and visibility as a leading education brand.”
On what worked in MediaVest’s favour, Rathore felt that it could be the agency’s expertise in the television medium and the fact that they “have a unique optimiser called Tardiis”. Regarding the kind of work one can look forward to from this deal, he said, “TV would be the lead medium, and there will be a lot of interesting work in connecting with the audience in this sector.” He further said, “A child’s education is a key decision and the work is definitely going to be challenging.”
On what else can be expected from MediaVest going forward, especially after their recent wins, Rathore said, “We hope we can offer more. We are in talks with clients, and as and when they decide, we shall let you know.”
It may be recalled that MediaVest had recently won the businesses of comedy channel SAB and Multi Screen Media’s English movie channel Pix.
Zee Learn aspires to improve human capital through quality education and development and also help individuals realise their unique potential through a number of their offerings like their school network, school innovations, youth vocational institutes and online ventures. Incidentally, this company is one of the leading education-oriented companies in India with the fastest growing chain of K-12 schools and India’s No. 1 chain of pre-schools in its portfolio.