Leo Burnett has won the creative duties of IDBI Paisa Builder following a multi-agency pitch. While the size of the business was not divulged, the client as well as the agency said, “it is a mid-sized account”. The pitch process had begun two months ago.
The other agencies in the fray for the creative business were JWT and Bates. Giving a reason behind awarding the duties to Leo Burnett, Ketan Trivedi, Head, Marketing, IDBI Capital Services, said, “Our audience here were retail clients and the ideas that Leo Burnett presented was attuned to that. Their strategy was completely aligned with what we wanted and hence, we decided to partner with them.”
In regards to the account size, he said, “It is too early to say anything on that right now as this is a new brand. However, we are very keen on making a strong presence of IDBI Paisa Builder and in the process will take necessary measures to achieve this.”
He further informed that they were in talks with media agencies as well for the media side of the business and a decision on the same was expected soon.
Leo Burnett is jubilant over the account win. Said Srikanth Sarathy, Leo Burnett’s Mumbai Head, “This is a very prestigious win for us. The most important thing for us is IDBI itself. Also, this is a fantastic category – the category of the future. We believe that together we can create something which will take this online initiative a long way.”
IDBI Paisa Builder is an online trading website where people can invest online.