Mindshare wins media duties for Grofers and 'Make in India' campaign

Mindshare, one of GroupM's media agencies, has been appointed as Grofers' media AoR.

Grofers, a local e-commerce platform, aims to make local shopping experience easy and pleasant by connecting consumers to merchants in their neighborhood, through an easy-to-use mobile platform. Users can shop for grocery, bakery items, flowers, fruits and vegetables, meats, baby care products and more, with a few simple taps.

The app is currently operational in Ahmedabad, Bengaluru, Chennai, Delhi/NCR, Hyderabad, Jaipur, Kolkata, Lucknow, Mumbai and Pune.

Kshitij Torka, VP, marketing, Grofers, says, "We partnered with Mindshare because they understand who we are and what our needs are at this stage of our business. Whether it is the innovative ideas that they bring to the table, the flexibility in planning or the speed and quality of executing on media plans at short notice - Mindshare demonstrated that they understand the requirements of a startup and the dynamic environment we operate in."

Mindshare has also won the media duties for the 'Make in India' campaign, a government initiative, along with Kinetic Worldwide for a period of three years. The campaign aims to encourage manufacturing within the country and promote India as an investment destination.

The agencies will look into the media planning, strategy and media audits for this campaign, while the Department of Industrial Policy & Promotion (DIPP) will buy media in India and overseas directly, through the Directorate of Advertising and Visual Publicity.

Kumar adds, "It's a privilege to be working with the government of India, and we will be pulling in our collective experiences from all counterparts to deliver value on this campaign."

The DIPP campaign is likely to tap into other regions like South Africa, Middle Europe, US and Africa, in the near future.