Allied Media wins the media duties of SBI Mutual Fund

By afaqs! news bureau , afaqs!, Mumbai | In Media Planning & Buying | January 06, 2010
The agency won the account in a multi-agency pitch; the account size is pegged at Rs 30 crore

Allied Media, the media planning, evaluation and buying arm of Percept, has won the media duties of SBI Mutual Fund. The account size is pegged at Rs 30 crore. The agency won the account after two rounds of a multi-agency pitch process, which involved around 10 other media agencies.

The pitch was called around the end of November. The media duties were with Media Direction earlier, the specialist media services wing of RK Swamy Media Group.

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On the win, PM Balakrishna, vice-president, Allied Media, tells afaqs!, "The fund house identified our 360-degree ability to handle campaigns. We believe in a holistic communication approach."

"Our past experience, innovative media marketing proprietary tools and the support of Percept Media's inherent capabilities and strengths will enable us to provide a media strategy, which will be effective and efficient," he adds.

Percept/H handles the creative duties of SBI Mutual Fund, an account the agency won in August 2008.

"Percept/H being the creative agency is an added advantage. This will help the client integrate communication and creative," Balakrishna says.

While details of the upcoming campaign could not be ascertained, Balakrishna says that all attention would be focused on widening the investor base of SBI Mutual Fund over the next quarter.