Bigadda.com, the social networking site from Reliance Entertainment Ltd, has recently awarded its creative duties to CreativeLand Asia, an agency founded by Raj Kurup, former Regional Creative Director at Leo Burnet.
Amiy Roy, Head-Marketing, Bigadda.com, has confirmed this development and said, “We decided to award the account to CreativeLand Asia as it has a better understanding of our target audience, which is primarily the youth of India. The social networking domain is still new in India, and we hope that with this development we would be able to attract more users over a period of time.”
When asked about the ad spends, Roy preferred to be tight-lipped, however, sources close to Bigadda.com have pegged the account size at around Rs 10 crore.
Prior to the appointment of CreativeLand Asia, the creative mandate was handled by Ideas AT work. The agency had created a film for Bigadda.com with the baseline, ‘Let’s Catch Up’. The new campaign by CreativeLand Asia will work on the same theme with more focus on ‘common interests and mindsets’.
The media buying and planning would be done internally by OMS. Television, online advertising and on-ground activities form the media plan for the campaign. Bigadda.com targets youth in the 16-35 age group.