India, the interactive arm of Mudra, has been appointed as the digital agency on record for Yatra Online. Yatra Online is a Reliance Capital, TV 18 and Norwest Venture Partners funded travel portal. Tribal DDB will also handle the creative duties for the online media.
Yatra will advertise itself for the first time. The pitch for the business happened in early June and saw various agencies in the fray including Grey Worldwide and Mediaturf. The approximate online spends on the business are estimated to be around Rs 15 crore.
As a brand, in the travel domain, Yatra Online aspires to be the largest, most dynamic, user friendly, one-stop shop for all travel related needs of a consumer.
Commenting on why Tribal DDB was chosen as a digital agency, Dhruv Shringi, co-founder and chief executive of Yatra, says, "Tribal DDB as an agency displayed the creative and media approach which was in line with our requirements. I think they have the right capacity to raise and nurture an emerging brand such as Yatra Online."
Giving a perspective on online travel as a category, R Lakshminarayanan, chief executive officer, Mudra Marketing Services, says, "Today the consumer has become much more diversified and has the ability to research destinations, make reservations and discover trails and adventures as much online as off it. And it is because of this new-found power and ability of the consumer that travel is booming and flourishing online."
Rammohan Sundaram, national sales director, Tribal DDB, India, adds to that, "Seeing the product expand in the internet space, Yatra Online has become a brand to reckon with. It has knowledgeable professionals who are experts in travel and internet space. We are confident that we will do some fantastic work that will take the brand to its desired objective."
© 2006 agencyfaqs!