Arc Worldwide has been appointed as the interactive marketing agency for P&G’s portal beinggirl.in following a multi-agency pitch. As the interactive marketing agency, Arc Worldwide would Indianise the site and promote it using various touch points, including online, search and mobile. Arc will also be responsible for promoting various P&G female care initiatives using new media.
Beinggirl.in is a P&G global initiative for young girls to get all the information, advice and tips that they need about being a teenage girl, including body changes, friendships, family, boys, beauty, quizzes, polls and games.
Commenting on the win, CVS Sharma, Senior Vice President and Director, Arc Worldwide India, said, “Beinggirl.in is a globally successful initiative of P&G. Our mandate is to replicate and build on this global model for the Indian audience. The win reiterates our integrated marketing approach, wherein we conceive innovative media neutral ideas and execute them using multiple touch points – online and offline. For Beinggirl India, we have an exciting road map of activities beyond localising the site, which include mobile, search, gaming and ground activation.”
Arc Worldwide is a leading marketing service agency aligned with Publicis-owned Leo Burnett and provides marketing services spanning interactive, out of home, shopper marketing, events and promotions. Arc's client list includes Centurion Bank of Punjab, UTI Mutual Fund, ICICI Prudential, P&G, Samsung IT and Petronas, among others.