Consim Info, formerly known as BharatMatrimony Group, has selected Media Direction, the specialist media services division of the RK Swamy Media Group, as its media AoR to handle all its media buying and planning activities. The account size is pegged in excess of Rs 25 crore. Starcom is the incumbent media agency.
Publicis Ambience handles the creative duties of Consim Info.
Describing the multi-agency pitch, P Gopalakrishnan, CMO, Consim Info, said, “Our brands have a leading presence in their respective categories. We are the pioneers in online matrimony. A media independent like Media Direction will not only help us raise our brand awareness among our audience, but also implement brand actions which can have a direct bearing on revenues.”
He added, “Their ability to look beyond the obvious, the depth in their thinking and the hunger and passion exhibited by their team, influenced our decision. Also, the fact that they have a full-fledged Chennai operation also worked in their favour.”
Speaking on the win, S Yesudas, CEO, RK Swamy Media Group, said, “We are extremely delighted at this win. The Consim business will be driven out of our Chennai office with the additional involvement of the national teams on Digital Direction and our consumer engagement practice Permission Marketing. We will closely work with the client and the creative agency to ensure that Consim brands such as BharatMatrimony, IndiaProperty, IndiaAutomobile and ClickJobs remain at a prominent position in the consumers’ minds. We will follow a consumer surround approach that would be as measurable as possible.”
RK Swamy Media Group consists of Media Direction, Hansa Media Services, Digital Direction, Radio Direction and Hansa Outdoor. The group provides media services to large advertisers such as BSNL, SBI, Siemens, Visa, Piaggio, Raymond, GPI, Ricoh, Effem India, Abbott, Hamdard and Hawkins.