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Brand Equity- The Economic Times
In a bid to up its marketing ante, online marketplace IndiaMART has assigned its creative business to independent agency Bang In The Middle. The account was won after a multi-agency pitch that also had Ogilvy & Mather and the incumbent agency McCann Worldgroup in the fray.
Bang In The Middle, in its new mandate, is responsible for driving integrated marketing communication for the brand, which involves formulation of brand strategy, brand communication and management across traditional and digital media.
Speaking about the development, Sumit Bedi, vice president, marketing, IndiaMART said, “IndiaMART has had an exciting growth journey since inception in 1996, and we are looking forward to further fortify our position in the market through unique and innovative branding approach. We were looking for a partner who could understand both, traditional and digital mediums and deliver a seamless brand experience to our audience. With Bang In The Middle, we got exactly what we were looking for. We are delighted to be associated with them and are confident that they would help us craft the ongoing journey of growth.”
A campaign for IndiaMART is slated to go on air shortly across multiple platforms. Bollywood actor Irrfan Khan, who is the face of the brand, will feature in the ads.
Added Naresh Gupta, managing partner, Bang in the Middle, “IndiaMART was one of the earliest businesses to harness the power of Internet in the industry, and is a leading player in the online space today. Being their creative agency, we are committed to deliver best-in-class creative solutions, which are in perfect congruence with their overall business objectives. It is an extremely prestigious assignment for us and we look forward to add value.”