The regulatory body for stocks, mutual funds, brokerage and various other segments of capital market, SEBI (Securities and Exchange Board of India), has decided to award its media mandate to Dentsu Media. As is known, Dentsu Media is the media arm of Dentsu Group India. In its initial brief, SEBI had said that the advertisement material would be provided by SEBI itself.
The pitch process, where SEBI had invited EOI (Expression of Interest) from various agencies, had commenced in April 2012. Following which, in August 2012, the regulators had shortlisted 13 agencies to zero down on its media agency.
When asked about the development, Divya Gupta, CEO, Dentsu Media said, “It is an absolute honour to handle SEBI’s media business. We are extremely proud to have won this opportunity of partnering with India’s apex regulatory body and we look forward to the kind of work that we would be able to do in this category.”
Apart from Dentsu, the other agencies that were shortlisted included Alaknanda Advertising, Allied Media, Carat Media, Crayons Advertising, InterPublicity, Lintas Media Group, Lodestar UM, Prachar Communications, Purnima Advertising Agency, RK Swamy BBDO, Span Communications and ZenithOptimedia – in short making this one of the most keenly contested pitches of 2012.
Industry reports indicate that the prime role of the media agency is to assist SEBI in its Investor Education and Awareness Campaign, which is aimed at educating and creating awareness among retail investors and converting the current savers into investors. The media agency would be required to suggest appropriate media plan to the regulator to meet the objectives of its advertisements.