The account will be handled from Starcom’s Mumbai office. The incumbent is Madison Media. The agency has already started work on the new business.
The win adds to a series of new business wins at Starcom MediaVest Group (SMG) since the middle of last year, among which are Aircel, Dabur, Axis Bank, Zee Learning, Supermax and Sterling Holidays. To strengthen its media product, SMG recently launched its proprietary Web+TV optimiser.
In a prepared statement, G G Jayanta, National Head of Marketing, Radio Mirchi said, “we are pleased to appoint Starcom since we needed a partner who is future focussed and can help us navigate the new media landscape. Their in-house research and tools are very impressive and they have already demonstrated how they could leverage their arsenal to benefit our business. Their whole approach was very refreshing and their media product and philosophy are pretty solid. We look forward to a long and rewarding association with Team Starcom”.
Malli CR, CEO of SMG India added, “We are thrilled to win the Radio Mirchi account. Given the developments in this sector, we look forward to exciting times. We have planned some specific research and insights projects using our proprietary tools and optimisers.”