afaqs!

MakeMyTrip awards media mandate to MediaCom

By afaqs! news bureau , afaqs!, Mumbai | In Advertising | March 14, 2011
The Rs 30 crore business was won following a multi-agency pitch; Starcom Worldwide is the incumbent on the account.

Following a multi-agency pitch, MediaCom has won the media duties for online travel agency, Makemytrip.com. The account size is estimated at Rs 30 crore. The business will be handled out of the agency's Delhi branch.

Starcom Worldwide is the incumbent on the business. The agency was handling the account for the past five years.

Commenting on the win, Debraj Tripathy, chief operating officer, MediaCom, says, "The opportunity to use our skills to help MakeMyTrip further its brand and business is immense and we are looking forward to the challenge."

Makemytrip.com called for a media pitch early last month to look for a new media-buying agency that would take the company's new communication strategy ahead after its initial public offering (IPO).

Mohit Gupta, chief marketing officer, offline marketing, MakeMyTrip, says, "We are now embarking on an ambitious growth plan for 2011. We aim to focus on our communication strategy as part of our aggressive marketing plans. MediaCom as an agency has displayed great calibre and holds promise in successfully executing our communication strategy."

Gupta tells afaqs! that MediaCom's capabilities at ROI (return on investment)-oriented marketing combines with interesting innovations around the brand, which helped to swing the decision in its favour.

Euro RSCG handles the creative duties of MakeMyTrip.

One of the leading online travel agencies of the country, Makemytrip.com is the only Indian online travel agency to have been listed on the NASDAQ. The website attracts more than 4.5 million unique visits every month, according to Omniture Web Analytics. Headquartered in Gurgaon, the company is present across 30 locations in India.

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