Google adds Contract Advertising to its roster in India

By Anushree Bhattacharyya , afaqs!, New Delhi | In Advertising | September 21, 2011
The search giant works with a cluster of agencies, both in the space of creative and activation, for its seven products in India.

The search giant, Google, has added Contract Advertising to its roster of agencies in India. The company works with a cluster of agencies in India, including Propaganda India (Bengaluru), BBH and others, both in the space of creative and activation.

Industry sources close to the development confirmed the news to afaqs! on ground of anonymity.

Currently, Google has seven products in India, including Chrome, AdSense, AdWord, Gmail and Google Earth, amongst others. The company follows its international pattern in India, wherein it awards various projects to different agencies from the roster. Furthermore, at times, it also works with two agencies on one project.

In September 2010, the search giant, in an effort to increase Chrome's market share in India, had launched its first print campaign - a full back-page advertisement, across the country. The company used all major newspapers including The Times of India, Economic Times, Mint, Hindu and other leading papers.

Once again, earlier this year, Google had launched a series of television commercials for Chrome, based on the concept, 'The Web is What You Make of it'. Conceptualised by BBH India, the commercial showcased how the web changed the lives of millions. One of the ads, titled Archana's Kitchen, tells the story of Archana Doshi from Tamil Nadu, who used the web to take forward her passion for cooking through Blooking (blog-cooking). The company also launched various digital activities, giving a further push to the television campaign.

According to several media reports, Google has predicted that India will add 200 million internet users in the next two years. Furthermore, the search giant expects India to reach at least 300 million internet users by 2014, from the 100 million users now, with telecom service providers investing in high speed wireless infrastructure and smartphones becoming cheaper.

For the record, Google was founded by Larry Page and Sergey Brin, while they were attending Stanford University as PhD candidates. It was first incorporated as a privately held company on September 4, 1998, and its initial public offering followed on August 19, 2004. The web giant has recently launched its brand new social network, Google +.

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