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Ignitee Digital bags Samsonite’s digital biz

24-May-2011
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Ignitee Digital bags Samsonite’s digital biz

Ignitee Digital has bagged the digital account of Samsonite and is handling all digital planning, online media buying, social media and new innovation online. Commenting on the development, Sudip Ghose, Director - Marketing, Samsonite South Asia, said, “Digital is a very new medium, one which we have been toying with. We’ve been there and not there properly, and we needed an agency that can take us to the next level. So we had a small call and met agencies and believed that Ignitee was the most promising.”

Over the last 10 days, Ignitee has kicked off a campaign for Samsonite with a video blog with Harsha Bhogale, which can be accessed through YouTube and is sponsored by Samsonite. Ghose claimed that in 10 days, the video was viewed 700,000 times, which Samsonite was “very kicked” about, he said. This would be followed up by a television campaign, he added.

Atul Hegde, CEO, Ignitee Digital, added here, “Ignitee is handling every aspect of Samsonite’s digital presence and is looking at innovative ways to connect with the audience for Samsonite.”

Ghose further said that Ignitee had the business of Samsonite, American Tourister and Lavie, but for now at least, the brand’s digital focus mostly involves Samsonite. While he refrained from sharing details on the brand’s spend on digital media, he did reveal that while “it is not 10 per cent, it’s more than 5 per cent.”

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Prior to joining Madison PR in 2012 Chaudhary was Group President Corporate Communications at Reliance Industries Limited.