Alliance Advertising will now manage the media duties of all the verticals of ibibo Web Pvt Ltd. The business was earlier being handled by ZenithOptimedia. The total value of the business remains undisclosed.
ibibo had started in India in 2006 with their social networking portal and is today a leader in the social and multi-player gaming space. Last year, they launched their travel portal, goibibo.com. They have also recently launched their shopping portal, Tradus.in.
Sanjay Bhasin, President, ibibo Web Pvt Ltd, felt that Alliance could bring in the creative thought in media planning required for engagement. On awarding the business to Alliance, he said, “We needed a partner on board who would be involved with the brand and think beyond regular campaigns. In the current scenario, where there is a lot of fragmentation and clutter, it is important to think of engagement ideas and innovative ways to connect with the audience. We saw Alliance as a partner who was aligned with our thought process and were ready with aggressive strategies across mediums, which are required to build the relevant traffic for our sites.”
Commenting on the win, Arshad Nizam, Director, Alliance Advertising, said, “At Alliance, our vision is to be the foremost agency in media solutions and excel by growing the clients business. Every acquisition is hence strategically planned as we want to be experts in each category. Dotcom are the future of consumerism and hence, it’s important to have an edge on the business model, ibibo will be a great client to work with since they have various verticals and have a clear plan of being a clear leader in each one of them.”
Swati Saini, Business Director on the account, Alliance Advertising, added here that the agency was looking ahead to this partnership and was certain that its ur planning strategies and models would take the brands to leadership positions in years to come. She emphasised on the need to make media accountable to the clients’ businesses today and said that any partnership could only be fruitful if there was mutual learning and growth for the agency as well as the client.
This is the second largest win for Alliance in 2011. Early this year, the agency had won the Nikon India business in a multi-agency pitch. The year 2011 also saw Wynncom Mobiles consolidating their media investments with Alliance Advertising, which was earlier being serviced from Karishma Initiative, Lintas.