Almost a year back, Starcom took up a discreet initiative of creating strategic alliance with some creative agencies to provide media requirements for their clients. In a recent development, the group has been chosen to handle the media duties for Ricoh India, India Prepaid Services and Genus Overseas.
Anita Nayyar, Executive Director, Starcom, shared with exchange4media, “In the beginning of 2004, Starcom had made a conscious decision to furnish media requirements to some of the selected creative agencies in India. We are looking at creative workshops outside the Publicis network. We have a similar alliance with Dhar and Hoon, and Bounce designs. For Ricoh, Starcom is the media AOR and we will be looking after the entire media planning and buying. As far as Indian Prepaid Services, we are the media AOR through our creative partners ENZ Communications. India Prepaid Services and Genus Overseas are both results of our media alliance with ENZ Communications,” said Nayyar.
Although the agency was tightlipped about the size of the accounts, sources informed that the grab was collectively pegged at Rs 8-10 crore. The accounts have been signed over a period of one month.
Sandeep Singh, Manager-Marketing, Ricoh India, said, “We have delegated the responsibility of media duties to Starcom. It happened in the first week of July. We invited a Pitch. There were seven agencies, out of which some were full service agencies, some purely creative. G3-Grey communications will look after our creatives.” Further commenting upon the media strategy, Singh pointed out that the company was more focused on the print media. The ad-spend for the year 2004 has been weighted at Rs 3.5 crore.
India Prepaid Services, a joint venture with South Africa-based The Prepaid Company, caters to virtual distribution of prepaid utilities of mobiles in India. Prashant Varma, Vice-President, Sales and Marketing, India Prepaid Services, said, “This is the first time we decided to showcase our services through media and we selected Starcom as AOR for carrying out all the media related tasks,”
BJ Panda, Senior Marketing Manager of the Genus Overseas Electronics, a Rs 400-crore group, said, “This the first time we are making a foray into advertising. Starcom will be responsible for the media tasks for our invertors and UPS. We are primarily into energy meters and we were also into contract manufacturing of television, microwave oven and washing machine for LG.”