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iContract bags Big Cinemas’ direct and digital marketing business

27-July-2009
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iContract bags Big Cinemas’ direct and digital marketing business

Following a multi-agency pitch, Big Cinemas has appointed iContract to handle its direct and digital marketing business. Ten agencies had reportedly taken part in the pitch. The account size is estimated in the region of Rs 15-20 crore. Meanwhile, Alok Nanda Company (ANC) will continue to work on specific branding initiatives for Big Cinemas.

When contacted, both the client and the agency refused to comment on this development, however, sources close to the development confirmed the news and said that leading agencies in the direct and digital marketing space had made their presentations at the pitch.

i-Contract has been entrusted with the pan-India responsibility of unifying Big Cinemas’ brand thoughts for 360-degree activities in direct and digital marketing.

Big Cinemas, a division of Adlabs Films Ltd, which is a member of the Reliance Anil Dhirubhai Ambani Group, is a cinema chain with about 400 screens spread across India, the US and Malaysia. After pioneering the IMAX experience in India, it recently launched 3D and 6D technology and is the cinema chain that screens films in all three formats.

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