Ogilvy comes on-board for Religare

By Neha Kalra , afaqs!, New Delhi | In Advertising | October 12, 2009
The financial services group has allotted about Rs 30 crore for the advertising of its various verticals, which will be handled by Ogilvy

Religare Enterprises, the diversified financial services group, has roped in Ogilvy as its group creative partner. The multi-agency pitch process that led to this decision lasted for about two months. Apart from Ogilvy, the other agencies involved were JWT, McCann Erickson, TBWA, Capital Advertising and Law & Kenneth.

afaqs! first reported about Religare calling for a pitch for its corporate film. The pitch eventually became a full-fledged one, with other verticals also coming up for review. The business that has fallen into Ogilvy's lap is estimated to be in the region of Rs 30 crore. The account will be handled out of Mumbai.

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Subhrangshu Neogi, director -- brand and corporate communications, Religare Enterprises Limited reveals that given the diverse nature of Religare's business, it was critical to engage an agency which had both depth and width to handle the full suite of the company's products and services.

Ogilvy was handed over the mutual funds business in June this year. Now, it will also handle the financial services, comprising asset management, wealth management (Religare Macquarie), equity and commodity broking, investment banking, lending services, private equity and venture capital. It will also take care of the other companies under the Religare umbrella - Religare Voyages, Religare Aircharter and Religare Technova.

The company's life insurance business, operating under the brand name Aegon Religare, is handled by Contract Advertising, out of Mumbai. The healthcare business, including SRL Diagnostics and Religare Wellness, will continue to be looked after by Arms Crestra.

With Religare looking at going international, Sanjay Thapar, group president -- North and East, Ogilvy India believes that the agency would take Religare to the next level, and help build a brand that is relevant in India as well as globally.

In the past, Religare has shared a relationship with various creative agencies -- Rediffusion Y&R, Brand Planet Elephant and Vyas Gianetti Creative (VGC).

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