Lovely Professional University has awarded its media duties to Vivaki Partnerships Unit (VPU) after a multi-agency pitch. The account size is pegged at Rs 15-20 crore.
The incumbent on the business was Portrait, a Delhi-based agency.
He adds that the digital medium will play a key role both in strategy and promotions as digital today is a superior medium and will help to strongly position the university in the market.
Aman Mittal, deputy director, Lovely Professional University, says, "We are going with print first because it is simpler to do. We are looking at getting the best return on investments, better planning and better commercials."
VPU is a special unit housed under Vivaki Exchange. It is a focused initiative by Vivaki, to pursue partnerships with local, full- service agencies and media agencies, in Tier II and III markets across the country. These partnerships are in the form of exclusive relationships to support the agencies on their strategic marketing plans and provide other value-added services. VPU also works with small size advertisers to help them achieve better pricing value on their media spends.
Vivaki is a part of Publicis Groupe and was established in 2008.
Lovely Professional University was founded by Late Shri Baldev Raj Mittal. It offers more than 200 programmes at graduate, post-graduate and diploma levels. The university has tie ups with several international universities of USA, UK, Australia, Canada, Singapore, Brazil, Poland and Ghana.