Sieger Solutions Ltd, a fully-owned subsidiary of Deccan Chronicle Holdings, has tied up with Cellcast to promote the bid2win concept on Deccan Chronicle. Explaining the concept, Debraj Tripathy, CEO, Sieger Solutions, said, “This is a reverse auction where one product is showcased every day in the newspaper. Readers are asked to bid the lowest amount through SMS, the bidder with the lowest unique bid wins.”
The tie-up is win-win for both companies. While Cellcast will get the benefit of Deccan Chronicle’s massive reach in Andhra Pradesh and Tamil Nadu, Deccan Chronicle will benefit from Cellcast’s experience and set-up and systems for these kind of auctions.
Tripathy further said, “For Cellcast, it will be promotion of the concept among a larger mass of consumers in the South, while for Deccan Chronicle, it will create reader involvement and goodwill since bid2win will be exclusively available for Deccan Chronicle readers.”
The revenue sharing agreement between both the companies could not be ascertained. However, Sieger Solutions made it clear that it was open to more such tie-ups. Said Tripathy, “We are definitely looking at striking a lot more such partnerships that will enable us to create exclusive offers for the readers.”