Following a multi-agency pitch, Katha Mediatix, a media agency specialising in below-the-line activities, has bagged the total outdoor campaign assignments for the Indiabulls public issue, awaiting launch on September 6. The outdoor campaign will primarily focus on Mumbai, Delhi, Bangalore, Chennai, Hyderabad, Ahmedabad, Pune and Jaipur.
Dwelling on the success, Panini Vakil of Katha says, “Katha Meditix has bagged this campaign in the face of competition from other outdoor advertising agencies.” The size of the IPO is to the tune of Rs 50 crore. “Given that this is a book building exercise, pertaining the exact amount is difficult,” shares Vakil. Of this, the outdoor campaign is budgeted at Rs 25 lakh. Sharing on the activities that Katha plans to take for the IPO, Vakil says, “For the present we will be undertaking the billboards/hoardings campaign.”
However, referring to the brand building exercises, the group was focusing on, Gagan Banga, National Sales & Marketing Head, Indiabulls, informs that the financial services group has lined up 3.5 per cent of the revenue for promotional campaigns. “Last year, our ad budget was around Rs 2.5 crore and this is likely to remain the same this year as well,” says Banga on a hurricane trip to Calcutta.
The company carries out operations from 70 locations spread across 62 cities. The parent brand, Indiabulls Financial Services runs on three subsidiaries – Indiabulls Securities, Indiabulls Insurance Advisors and Indiabulls Commodities. “Our portfolio of services includes equity and debt stock broking, depository services, derivatives broking, equity research, mutual find distribution and IPO distribution to insurance products distribution and the recently launched commodities trading services,” explains Rajiv Rattan, CFO and Whole Time Director, while addressing newsmen at a Calcutta press conference, Monday afternoon.