KLG Systel, which
owns the defunct Jaldi.com, is back to its old agency, Euro RSCG. The company is planning to get back to its web business, which will be launched soon. This was confirmed by Sushant Panda, director, Euro RSCG.
KLG Systel is completely quiet about the initiative, and the only information that agencyfaqs! could gather from it was that the web-based service will be launched by May 30.
It is learnt that there was no formal pitch called for the business, but KLG did evaluate the work of four agencies before finalising Euro.
Panda says, "KLG Systel used to be Euro RSCG's client earlier. This time around, they talked to us and a couple of other agencies before finally giving it to us."
The brand-building initiative will begin a week after the launch of the new service. The advertising budget is estimated to be upward of Rs 12 crore. The media mix comprises print, marketing services, PR and outdoor. The media duties are being handled by MPG.
KLG Systel is a lifecycle solutions company. It commenced operations in 1991-92 and has developed expertise in the areas of project management, supply chain solutions, manufacturing execution systems and business-to-business Internet solutions. In January 2000, KLG Systel co-promoted the B-to-C e-commerce site, Jaldi.com, and acquired complete ownership of the shopping portal in September 2000.
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