afaqs!

Oxemberg awards digital duties to Cogmat

By Nisha Menon , afaqs!, Mumbai | In Digital | April 18, 2012
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The win for the agency comes after a multi-agency pitch that was held in January.

Oxemberg, the formal clothing brand of Siyaram's apparel initiative, has awarded its digital and social media duties to digital media marketing agency Cogmat. The win for the agency comes after a multi-agency pitch held in January. The pitch process involved 10 other agencies.

Cogmat

The brand's creative duties are handled by Mumbai-based advertising agency 81, while the media buying duties are handled by Prachar.

The brand will experiment with the digital and social medium for the first time. The ad spend on the digital medium could not be ascertained at the time of filing this report. However, sources close to the development are of the view that the brand plans to invest significant amounts on this medium to drive growth.

Vijaylaxmi Poddar

Confirming the news to afaqs!, Vijaylaxmi Poddar, executive director, Siyaram Silk Mills, says, "The digital medium has acquired critical importance, given the rapidly changing media consumption patterns. Social media has today become the de facto medium for interacting with the consumers and getting real time feedback. Digital media are today's media vehicles for engagement and interactivity."

Cogmat plans to roll out Facebook and Twitter activations for Oxemberg shortly. These activities will be followed by website development, SEO and SEM. Online ad campaigns to create awareness about the brand shall also be a primary focus.

Commenting on the win, an official spokesperson of Cogmat says, "We intend to use the digital space extensively to create a strong presence for Oxemberg. Through social media, our objective is to create an extremely focused community of Oxemberg enthusiasts, for them to be future ambassadors of the brand."

For the record, Cogmat is a digital media agency based in Mumbai and Hong Kong. It works with companies from industry verticals such as education, luxury hospitality, financial services, FMCG and retail. Its clients include Eurokids, Welingkar Group of Institutes and Mufti, among others.

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