As part of the new mandate, Aidem will market Getit's synergistic product suite to brands, agencies and corporates. The product suite includes a free-deals site, www.Getithotdeals.in, mall locator www.Getitmalls.com and B2B platform www.tradeget.com, along with micro-communities in key verticals such as automotive, weddings, young-moms, gadgets, travel, fashion and food.
Aidem will also be responsible for marketing its local search engine, www.getit.in and its free-classifieds website, freeads.in.
Sidharth Gupta, chief executive officer, Getit Infoservices, says, "The search advertising industry is one of the fastest growing industries in India and trade analysts have pegged it to grow five fold in the next year. We at Getit want to ensure that we set the pace for the growth of the industry and appointing our sales partner is a big step in that direction."
While Aidem will be responsible for services to large corporate clients, key brands and agencies, Getit will continue to sell directly to its SME clients in over 70 cities, through its approximately 1,200-strong sales force.
"This partnership complements our plans to expand Aidem's footprint in the digital and new media space. With a fair percentage of the consumers spending almost 16 hours a week online, it's a strategic decision for most brands to be proactive in the digital space for best possible consumer engagement. It is our constant endeavour to enable the Indian advertiser base to explore lucrative media platforms," says Kaushal Dalal, executive vice-president, Aidem Ventures.
For the record, Getit originally pioneered the concept of yellow pages in India. Now, it has transformed into an integrated digital media organisation specialising in local search and classifieds.
Neena Dasgupta, head, digital and international business, Aidem Ventures, says, "The effectiveness of creative advertising is significantly enhanced when used in conjunction with directional ad spends. Directional media ensures that all the branding goodwill generated through creative advertising is converted into sales, thus making it a purposeful medium for brand communication. Getit has tremendous potential and we are glad to be associated with it."