Allied Media, the media planning, evaluation and buying arm of Percept Ltd, has been assigned the media duties of SBI Mutual Fund (SBI MF). According to agency sources, the account is pegged at Rs 30 crore. It may be noted that the creative duties of SBI MF are being handled by PerceptH.
The win comes on the back of a multi-pitch agency pitch that involved India’s top agencies – viz. Lintas, GroupM, Motivator and Lodestar, besides Allied Media. After two rounds of rigorous pitch processes, Allied Media was appointed as the media agency. SBI MF, with over 20 years of rich experience in the fund management arena, has appointed Allied Media as their AOR across print, TV and radio.
Commenting on the win, PM Balakrishna, Vice President, Allied Media, said, “SBI Mutual Fund is a brand leader and clearly the largest mutual fund house in the country. They are veterans at consistently delivering value to their customers, and our objective is to add value by creating and delivering a wholesome 360-degree media solution to reach their wide base of customers. Our past experience, innovative media marketing proprietary tools and the support of the Percept Media’s inherent capabilities and strengths will enable us to provide a holistic media strategy for the brand, which will be effective and efficient.”
The media duties for this reputed account have commenced with effect from January 1, 2010.