afaqs!

JWT wins creative mandate for Askme

By afaqs! news bureau , afaqs!, Mumbai | In Advertising | March 02, 2015
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The agency will handle Askme and Askme Bazaar. The marketing spend is estimated at Rs 350 crore.

JWT has won the creative mandate for Askme.com - a leading consumer digital platform. The agency will help the brand further strengthen its emerging leadership in the Indian digital platform & e-commerce space.

The account was won after a multi-agency pitch where several agencies participated over three months. With ATL and digital marketing spends of 350 crore, JWT has been appointed creative agency on record for Askme and Askme Bazaar. Initially for one year, this contract will entitle JWT to take care of all the creative and digital duties of Askme including Askme Bazaar & Askme Freeads.

Manav Sethi

Commenting on the tie-up, Manav Sethi, group head, Marketing and Digital Products, Getit Infomedia, says, "We launched Askme last year and have witnessed significant consumer uptake, and others in app and digital ecosystem following suit in trying to launch similar integrated services across search, deals, classifieds and commerce. We remain focussed on our growth story and have been continuously working towards developing an enriching platform for end users and SMEs. We are confident that the creative team at J Walter Thompson India will help position Askme brand as a destination of choice across our target consumers in this already cluttered market."

Askme is India's first integrated platform that provides local merchants, search, deals, classifieds and commerce - all packed in one app. It was launched last year in July with Ranbir Kapoor as the brand ambassador. It has seen over 10 million downloads, 10,000 new paid advertisers a month and four lakh online transactions a month through Askme Bazaar within seven months of launch.

Sanjeev Bhargava

Sanjeev Bhargava, managing partner, JWT Delhi, on winning the account, says, "J Walter Thompson has a tremendous track record of creating brand value through advertising that catches the imagination of the people. In the e-commerce space, we are excited to partner with a brand on its journey to success and leadership, in the face of intense competition. We are happy to be selected for our demonstrated prowess in strategic thinking and creative abilities that bested some worthy competitors. And, we hope to live up to and exceed the expectations of leadership at Getit Infomedia."

Some of the most searched categories on Askme include Restaurants, Spa & Salons, Taxi Services, Courier Services and Jobs. GetitInfomedia also has an online platform for SMEs to sell their products, called Askme Bazaar. It allows merchants to create an online store and list their products in a virtual market place. Askme Bazaar manages delivery to payment collection once anybody transacts on the platform. Askme also launched a similar platform in Malaysia and is looking at launching in more countries across South Asia & South East Asia.

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