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Share signs up Starcom as media AoR; StarSight to handle outdoor

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 to its clientele. The pitch process on the business commenced a few months ago. Sources close to the development inform that 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 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 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.”, 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.


Our typical marketing budget is usually 10 per cent of the topline spend

There are some forces impacting the way our business works. The IT/ITeS sector has changed tremendously. Platforms like Twitter have made everyone journalists. Smartphones have made everyone a photographer. The trend that we are seeing is one of hyperdigitalization, which is causing the lines between product and services to blur. For example, <a href=

The OOH sector is among the fastest growing, globally. Brands and marketers have realized its potential and impact and begun to craft medium-specific adverts. Self-regulation is not only necessary but also essential to growth of the sector. The industry needs to exercise a certain level of this self-restraint to prove its commitment to maintaining the best standards in advertising.

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