MUMBAI: As part of its newly launched Rs 50 million promotional marketing campaign, online B2B marketplace IndiaMART.com has launched an advertising campaign on the Radio Mirchi network.
The two month long campaign, starting from February will be aired across 12 stations of Mirchi including Delhi, Mumbai, Kolkata, Pune, Hyderabad, Bangalore, Ahmedabad, Surat, Vadodara, Jaipur, Jalandhar and Indore.
Talking about the radio campaign IndiaMART.com general manager marketing Arun Tyagi says, “The campaign is a part of our integreted marketing campaign which is spread across print media as well as on the internet space.” Print camnpaign icluded major dialies like Times of India, Economic Times, Navbharat Times, Mirror, Maharashtra Times, Vijay Karnatka and Sandhya Times. On the internet space Yahoo, Rediff, Moneycontrol, Timesofindia.com, Economictimes.com, Indianexpress.com, Google etc. and more that 1000 other top sites through various ad networks will run the campaign. The radio jingle has been uploaded on social networking site Facebook also.
Elaborating on the campaign, Tyagi adds, “We are spending a large sum on the advertising campaign which is spread across various mediums. Radio was chosen as one of the mediums of the campaign because of its wide spread reach. FM radio as a media channel has re-invented itself with huge popularity in recent years. We have seen the trend of people increasingly following this medium and engaging with it. We tied up with Radio Mirchi for advertsing because of its reach in various cities across the country.”
The jingle was created by the in-house marketing communication team of IndiaMART with inputs from Mirchi’s in house team. “We had developed the script and then creative team of Mirchi added on to it. It is a combined effort from both,” he adds.
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