India, the online and interactive arm of Mudra, has bagged the†online advertising business for†Honda Siel Cars India (HSCI).
HSCI owns brands such as Honda City ZX, Honda Accord and Honda CRV. It plans to launch a new brand, the Honda Civic, soon in the market. Prior to Tribal DDB, the business was handled by Module One.
The creative duties for Honda Accord, Honda City and Honda CRV lie with Dentsu Marcom.
When asked about the size of the business, senior officials at Tribal DDB were reluctant to comment.
Talking of online promotions, R Lakshminarayanan, chief executive officer, Mudra Marketing Services, says, "The world wide web these days is being used explicitly by consumers to arrive at a definite purchase decision. With the automotive industry using this medium extensively to reach out to its consumer base, it has become the likely way a consumer can get reassurance about pre-purchase research, comparison of features, post-purchase service and upgrades. Therefore, the web can be used as a virtual word of mouth generator and it plays a crucial role in the choice of car model."
Rammohan Sundaram, national sales director, Tribal DDB India, says, "The Internet is the only medium where return on investment can be measured visibly. With the evolution of the Internet as a medium, over the last couple of years, it has become the potential means for establishing effective communication."
Online promotions are used very strategically as compared to any other category as far as product promotion is concerned. The Internet is an eye-catching medium for advertisers worldwide and complements the offline advertising space, hand in hand, for product promotions.
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