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Media Kinnect wins Indiabulls Housing Finance Limited's digital duties

By afaqs! news bureau , afaqs!, New Delhi | In Advertising | July 28, 2016
The agency will manage the company's buying/planning of digital media, creative strategy, social media, SEO, video production, and strategic third party digital tie-ups across platforms.

Media Kinnect, the independent digital media buying and planning arm of Social Kinnect, a Mumbai-based full-service digital marketing agency, has bagged the digital mandate of the private housing finance company Indiabulls Housing Finance Limited (IBHFL). The account was won following a multi-agency pitch.

Rohan Mehta

The mandate includes managing the company's buying/planning of digital media, creative strategy, social media, search engine optimisation (SEO), video production, and strategic third party digital tie-ups across platforms. The agency's understanding of the housing finance sector, and its creative, as well as strategic approach towards media buying/planning, were the reasons why the account was handed over to Media Kinnect, says the agency in a press release.

Commenting on the win, Rohan Mehta, chief executive officer (CEO), Media Kinnect, says, "Indiabulls has an extremely bullish approach on digital this year and we are excited to be part of the journey. IBHFL will now help us get a better understanding in the finance space, especially housing finance, which will help us strengthen our position and understanding of the banking, finance, and insurance (BFSI) segment. Paid media across spectrums, performance marketing, and SEO will play a pivotal role in our performance. I see great synergies between teams and intend to use that to propel us in the direction of success."

The relationship has kicked off with a digital-first campaign for the company's latest technology-led product innovation, Indiabulls e-home loans, an end-to-end online home loan service. With this, every stage of the home loan process is now digitised, meeting the needs of the future-ready customer for whom convenience is the key, says the company in a press release.

The campaign #HomeClickHome has been conceptualised to launch the innovative product. The campaign will primarily be a video-led campaign, where customers are directed to the landing page where they can experience/apply for their 'e-home loan'. The landing page will be promoted through strategic media spends across search engine marketing (SEM), display, video, and social.

Rahat Ahmed, head, marketing and communications, Indiabulls Housing Finance Limited, shares, "There has been a marked shift in consumer and brand behaviour in recent years. Digital media is evolving at a rapid rate and it's important for brands in the banking, financial services, and insurance (BFSI) space to use this channel and connect with the end-consumer. Knowing that our country has 375 million active users, we have now made digital media an integral part of our marketing plan and aim to become a digital-first brand, by providing online exclusive solutions to the huge online community in the country."

According to Ahmed, the company's launching the first-ever IndiaBulls e-home loans. "To propel the product, we are happy to have found concurrence in our thought process with team Social Kinnect. With its experience in the digital space and the spark and passion which the team possesses, we are sure it will bring a fresh breath of air to the brand and help us make IndiaBulls e-home loans a product synonymous with home loans in general," says Ahmed.

Indiabulls Housing Finance Limited (IBHFL), which was established in 1999 as part of the Indiabulls Group, is a private housing finance company in India. It has businesses spread across housing finance, real-estate, and wealth management.

Media Kinnect's clientele includes PNB MetLife Insurance, Lodha Group, Abbott, Zee TV, and HDFC Ergo.

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