Capital Advertising has won the telecom and e-commerce account of Indiatimes. The incumbent agency was Bates. Indiatimes.com had called for a multi-agency creative pitch in which four agencies had participated. While the agency and client declined to put a size to the business, industry sources reckon the account is substantial.
Upen Rai, Indiatimes Vice-president, Marketing & Sales, said, “We really liked the creative presentation of Capital. We expect them to provide a fresh perspective of the business and take our business to the next level.”
Regarding the size of the account, he said, “It is big. The account size will be driven by market needs. We will put in money as and when the need arises.”
Elated at the win, Capital Advertising VP, Melvin Barreto, said, “We are quite excited as it’s our first account in the digital space. We would be handling the telecom account of Indiatimes, which includes the 8888 service, games, cricket updates, etc, as well as the e-commerce account, which includes online options, durables selling and the online travel business.”
Barreto added, “We would be creating a brand out of these services. Our focus will be on mass media, online and outdoor. Indiatimes.com has aggressive plans to dominate the value added services and e-commerce space and they saw a great fit in what we bought to the table in terms of work, passion and commitment to the business.”
With Maruti and LG CDMA in its kitty, the agency already has a commendable presence in the automobile and telecom sectors. In addition to this, Capital handles brands in personal accessories, financial services, media and other sectors.