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UTV Motion Pictures signs Media2win as digital agency

By afaqs! news bureau , afaqs!, Mumbai | In Digital | December 20, 2011
The agency will handle digital marketing initiatives which include social media, digital media planning and buying, search, mobile and other innovative solutions for UTV Motion Pictures.

Digital agency Media2win has bagged the digital mandate of movie production house UTV Motion Pictures after a multi-agency pitch. Media2win will be responsible for the digital marketing initiatives which include creative ideas, social media, digital media planning and buying, search, mobile and other innovative solutions for UTV Motion Pictures.

The digital account for UTV Motion Pictures was earlier handled by Digit9.0. Sources estimate that UTV spends close to Rs 3-4 crore on its digital initiatives.

Media2win plans to use a media mix comprising social media, engagement units such as online videos, and mobile marketing to strengthen the digital presence of its client.

Commenting on the win, Namrata Balwani, COO, Media2win, says, "The investment on marketing movies in the digital media has grown tremendously in India. The rise of social media and sharing-oriented behaviour provides a great opportunity to think creatively."

Highlighting the role of digital in marketing movies, Shikha Kapur, senior vice-president, marketing, UTV Motion Pictures, says, "Going forward, we see the digital space as one of the most important media to market our movies. The interactivity that the digital medium offers is a superb opportunity for us to engage our audience right from the very beginning of a film campaign."

Kapur adds, "The media mix has to be a balance between paid and organic content. Media2win's pitch had a balance of analytics and creativity that our product requires, especially due to the dynamic nature of the digital domain."

Media2win works with many leading brands in the country, including Tata Sky, Max New York Life Insurance, Bajaj Auto, Microsoft, Karnataka Tourism, Epson and Biba, among others.

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