Lowe Lintas wins the creative mandate for iProf

By afaqs! news bureau , afaqs!, Mumbai | In Advertising | August 02, 2011
While Lowe Lintas-Delhi will perform the creative duties, the media agency will be Lintas Media Group.

Lowe Lintas has won the creative mandate for iProf. The account will be handled out of their Delhi Office. As part of the association, the agency will contribute to the strategic direction, branding and communication.

iProf is a digital education delivery system owing to tie-ups with premier education providers in India. The Noida-based e-learning solutions provider, had earlier raised $1.1 million from the US-based test prep leader Kaplan Ventures. Norwest Venture Partners (NVP) and IDG Ventures India (IDGVI) have also invested in iProf.

Sanjay Purohit, founder and CEO (chief executive officer) of iProf told afaqs! that iProf platform is a revolutionary e-learning delivery mechanism, and it is essential that the benefits of this platform is communicated to students very clearly. "We were looking for a partner who had the experience to introduce disruptive products in the market, and in spite of being large in size can work with a startup organisation as a true partner," says Purohit. Two other agencies had pitched for iProf whose names are not disclosed, on request.

"Earlier we were present in only two cities in India, namely Delhi and Kota. Now, we are launching iProf in 20 cities. We are also planning to take iProf to 100 cities, by the end of this year. We need to support these launches with a sharp positioning for which Lowe Lintas will come to our aid," says Purohit. This is the first time that iProf is working with a known agency. "We have earlier worked with a brand consultant, but never with an agency like Lintas," adds Purohit.

Commenting on the win, Sabyasachi Mishra, chief growth officer, Lowe Lintas India, tells afaqs!, "iProf is an innovative model of how ad agencies should be collaborating with startup businesses, investing their branding know-how as seed capital." The entire iProf campaign would be worth over Rs. 10-15 crore.

Adding to this Naveen Gaur, executive director, Lowe Lintas, says "We plan to do insightful communications for the brand by using our various proprietary strategic tools. We will primarily exploit the print medium to a great extent, in order to promote iProf, along with the use of other mediums.

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