afaqs!

Sulekha revamp, Rs 10 crore campaign to follow

By , agencyfaqs!, New Delhi | In Digital | November 05, 2007
Sulekha.com has improved the design of its site and is gearing up to launch a TV and print campaign to promote its local commerce features

Carrying & #BANNER1 & # two different categories - local commerce and social media - on the same website, Sulekha.com has sought to make a clear distinction between the two. Changes have been made in the design and technology of the site.

The site is now more organised in that it presents social media (blogs, forums, movies, news and travel) and local commerce features (real estate, jobs, travel) separately in different columns. This will help Sulekha.com users figure out existing features more easily.

Satya Prabhakar, CEO, Sulekha.com, says, "The revamped site is now more consumer oriented, simplified, city centric and powered by latest technologies like DotNet 2.0 and Ajax."

Sulekha.com is gearing up to promote its local commerce features. And it is going to spend around Rs 8-10 crore for an all-India campaign through print and TVC, which will be launched in a few weeks. This is the first time that Sulekha.com will be doing a TV campaign in India.

On the localisation front, Sulekha.com has made the site more city centric, which implies that users will get to see information based on the city from where they surf the site. For example, a Delhi user will get classified ads from Delhi only, but he can change his location if he wants to see classified ads from other locations.

Though Sulekha.com has not added any new features, in the local commerce category, it has integrated its classified and yellow pages sections. This will lead to combined results from the classified and yellow pages section so that a member can get to know everything about the searched category like home, job, car, bike, mobile, etc.

Prabhakar points out that "the site revamp does not imply that there is change in the brand strategy of Sulekha.com - it will retain an equal focus on social media and local commerce. But what has changed is the way we are communicating with the consumers."

JWT Chennai handles the website's creative duties and Interactions looks after its media buying and planning as the agency of record (AOR).