In a bid to face up to the competition, HDFC Bank decided to look for a new partner to handle its media responsibilities. Following a pitch, the Rs 10 crore media account was awarded to Starcom.
The other agencies in the fray, apart from Starcom, were Zenith, Carat and the incumbent Media Planning Group. Needless to say, the agency is very excited with this addition to its kitty. Says Manish Porwal, General Manager, Investments and New initiatives, Starcom, “To us every client is special. Every brand and its needs are unique. We expect to find deeper understanding of the young male adults whom HDFC wishes to reach out to. This one is special, as even though we waited to be invited, we honestly eyed this account for a long time. We do believe that we have ideas and strategies that can really help them in getting the status they already deserve.”
What helped Starcom secure this win? Porwal replies, “I think it is our sound strategy backed by very effective buying, which does not mean just bargaining but creation of value, enveloped in a transparent environment.”
As was reported by exchange4media, Starcom won the HDFC Mutual Funds account in November. This has only added to the excitement. “It is double the excitement,” expresses Porwal. “Even in the HDFC mutual funds win, the creative was with Ambience and we had won it separately, which was a different kind of a joy. Now getting another concern from the same stable is like getting another member in the family.”
The creative responsibilities of HDFC bank continue to be with Euro RSCG.