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Share ropes in Interactions as its media AOR has appointed Lintas Media Services’ agency, Interactions, as its AOR following a multi-agency pitch. Mindshare, OMS and TME were the other agencies in the fray for the account. The account size is estimated in the region of Rs 8-10 crore.

B Sridhar, Director, Global Brand and Marketing, said, “We are primarily looking for a ‘TV-independent’ media solution to build brand Sulekha. Of course, we will do a national TV launch campaign, but the thrust in the coming months will be more towards innovative new-age media ideas. It was important that our agency is aligned to our thinking.”

Interactions will handle the media buying and planning for both in India and the US. is seeking to build a nationwide brand that stands for a powerful integration of local commerce and social media on online and mobile platforms. is the largest online community which fosters social interaction and local transactions among Indians across 25 cities worldwide. The portal connects Indians through a portfolio of industry-leading blogs, social networking forums, classifieds, and yellow pages services.


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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