JWT wins the creative mandate for Google in India

By Biprorshee Das , afaqs!, Mumbai | In Advertising | October 14, 2010
The business that was won after a multi-agency pitch will be handled out of the agency's Bengaluru office

Following a multi-agency pitch, JWT India has bagged the creative duties for Google in India. The business will be handled out of the agency's Bengaluru office.

While officials at Google and JWT remained unavailable for comment, a senior source close to the development has confirmed the win to afaqs!.

Though the account size could not be ascertained at the time of filing this report, it is learnt that Google is looking at a 360-degree campaign going forward. JWT has already begun work on the campaign to take the brand forward in India.

Globally, the search giant, which has built its brand solely through word-of-mouth, is not known to use traditional means of advertising. However, it has now turned to traditional communication for its web browser, Google Chrome.

The browser developed by Google uses the WebKit layout engine and application framework, and was released in 2008. Although it has found favour with users, Chrome faces stiff competition from Microsoft Internet Explorer and Mozilla Firefox, the two most favoured browsers among internet users. Among other preferred browsers are Apple's Safari and Opera by Opera Software.

Bloggers and media reports worldwide see Google's move to advertise as a cultural shift for the brand. The move to push Chrome aggressively is seen as being a smart one, with downloads translating into revenue as the browser drives more search volume.

Some also see it as an acknowledgement of the fact that not all Google products would grow as organically as its search engine did.

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