The year has begun well for Starcom. Close on the heels of bagging the Association of Mutual Funds of India (AMFI) account, the agency has added Rediff.com to its clientele. The pitch process on the business commenced a few months ago. Sources close to the development inform that Rediff.com is all set to go aggressive in its communication and ad spend is pegged in the region of Rs 10 crore. StarSight has been signed for the outdoor part of the business. As is known, the creative for Rediff.com is handled by Orchard.
Confirming the development, Ravi Kiran, MD, Starcom, South Asia, said, “The challenge with this win is that it is not just about developing Rediff.com as a brand but the Internet medium as a whole. The communication would aim to convert people to the online space and we are looking forward to doing some productive work with them.”
Rediff.com, like most other online players, hasn’t seen much advertising in a while now. The signing of a media partner in Starcom and the online player’s decision to be aggressive in its marketing is an indication of the growth that Internet as a category is seeing on the whole.