Launches Multimedia Ad Campaign; Ad Spend Pegged At Over Rs 5 cr

Exchange 4 Media, one of India’s largest online B2B marketplaces, on February 16, 2010 launched a nationwide advertising campaign across radio, Internet and print media. The two month long campaign aims to enable bulk buyers and suppliers to find and discover right business partners across India and overseas. The aim of the campaign is to reinforce the brand by shifting to brand value position and the second primary aim is to evangelise the digital medium to Indian buyers and suppliers to look at the Internet as the primary medium for buying and selling.

This is said to be the first of its kind of advertising campaign from IndiaMART and the advertising spend is pegged at more than Rs 5 crore spread over 50 days. While IndiaMART does not have any creative and media agency as of now, they have hired a freelancer to do the creatives for the pan-India advertising campaign. IndiaMART is said to have partnered with the Times Group as they needed to be associated with a strong traditional media, which would help them reach out to the Group’s newspapers, portals and radio channel without spending too much

Television is not a part of this campaign at present as the B2B online company wants to initially experiment with print, radio and the Internet mediums. Television will be looked at at a later stage, wherein there would also be a possibility of hiring a creative and media agency.

In conversation with exchange4media, Dinesh Agarwal, Founder and CEO,, explained, “IndiaMART is not a very advertising savvy company. Initially, we want to experiment with print, online and radio as we wanted to present an integrated campaign. The aim of the campaign is to reinforce the brand and move to brand value position. Secondly, through this campaign we also aim at evangelising the medium as even today most Indian buyers and suppliers do not see the Internet as a primary medium for buying and selling.”

In a prepared statement, Arun Tyagi, General Manager – Marketing,, said, “India has more than 10 million SMEs, out of which only about 1 million SMEs are online. Our integrated marketing campaign aims to bridge this gap by communicating the benefits of Internet to the small and medium businesses and make them understand how the Internet has become a new channel of sales for their business. Nationwide presence across print, radio and the Internet shall help us in taking our message to the large part of the target audience.”

Tyagi further said, “In a first of its kind branding experiment, we will have fixed presence across all the pages of and for the entire duration of the campaign.”

The radio campaign will be aired across 12 stations of Radio Mirchi which includes Delhi, Mumbai, Kolkata, Pune, Hyderabad, Bangalore, Ahmedabad, Surat, Vadodara, Jaipur, Jalandhar and Indore.

The print campaign, on the other hand, includes major dailies like The Times of India, Economic Times, Navbharat Times, Maharashtra Times and Vijay Karnataka. On the Internet space, Google, Yahoo, Rediff, Moneycontrol,,,, and over 1,000 other top websites through various ad networks will run the campaign. is India’s largest online B2B marketplace connecting global buyers with suppliers through business directories, online product catalogs, buy-sell offers, industry specific marketplaces, printed media and trade shows participation.

Founded in 1996, the company has a presence in over 100 cities pan-India. With approximately 1,000 employees, offers an extensive range of value-added products and services to over 500,000 members and over 5 million global buyers across industries and verticals.