Aidem Ventures, the independent media consulting, marketing and advertising sales company, has been appointed as the media representative for The Economist's online business in India.
Suprio Guha Thakurta, managing director, India, The Economist Group, says in an official communiqué, "We have appointed a strategic sales partner in Aidem and going by its domain expertise (news and digital), we are certain that we can take our online business to new heights in India."
Neena Dasgupta, head, digital and international business, Aidem Ventures, says that the mandate is to enhance the advertising potential of the global brand, The Economist, in India.
"As India continues to integrate strongly with the world economy, an increasing number of Indian companies and brands want to expand their footprints globally. These companies and brands seek robust global media platforms to build their brands and ensure sustained engagement with consumers," she adds.
The advertising expenditure by Indian entities (like Incredible India) and companies (in the private and public sectors) in the international markets is estimated at US$100 million, pointing to the fact that the country is an emerging region in the global market.
And, with new emergent sectors such as medical tourism, software, telecommunications, spiritual and wellness tourism, it is anticipated that there will only be brisk growth in the years ahead.
Inez Albert, digital sales director, The Economist Group (Asia-Pacific), says, "This partnership, enhanced with Aidem's business acumen and expertise in the field, will ensure that our commitment to share world views and news reaches out to all stakeholders in the Indian market. We look forward to partner with some of the best companies in India."