Top Story


Home >> Media - Others >> Article

Saregama appoints Initiative as media AoR, account size upwards of Rs 12 cr

Font Size   16
Saregama appoints Initiative as media AoR, account size upwards of Rs 12 cr

Saregama India Ltd has appointed Initiative as its media agency of record (AoR) following a multi-agency pitch. This is the first time that Saregama has appointed a media agency. Saregama spent over Rs 11 crore in media last year. Gavin D’Abreo, Head-Marketing, Saregama India, informed that the media spend is set to be higher this year.

The pitch was called in May 2006 and three agencies participated. D’Abreo did not divulge the names of the other two agencies in the fray. About Initiative, he said, “The body of work that they have already done is what we were looking for. We are spending quite a bit on media and that is the reason why we wanted an agency in the first place. Their thinking and their work was what attracted us the most.”

Elaborating further on the reasons for deviating from past practice of Saregama taking care of its media duties in-house, he said, “We believe that marketing is based on certain amount of science and our endeavour is to look at a more scientific process in media planning, which would help us get effective buying.”


Arati Singh, Channel Head, NDTV Good Times, opens up on how she loves to go on adventurous trips on a typical weekend.

In week 9 of BARC ratings, the channel led the lifestyle space with 1206 million impressions followed by TLC, FYI TV18, Food Food and Fox Life

During his brief visit to India, Ronen Mense, Vice- President- Asia, AppsFlyer, spoke to exchange4media about app marketing and the new trends one can witness in mobile marketing.

Neha Kulwal, CEO, Admitad, talks about the future of affiliate marketing and the company's growth over the years

Under BN Kumar’s leadership, PRCI held several successful global conclaves, brought out highly professional house journals and conducted international award winning social communication campaigns

At the 10th Pitch CMO Summit, marketers discussed the challenges of interfacing with the digitally empowered consumer.

Aamir Khan will soon be seen in a full-fledged marketing campaign around the upcoming Vivo products and will feature in a new television commercial