IndiaEyeballs targets financial dotcoms for growth

agencyfaqs! News Bureau

NEW DELHI, August 23

IndiaEyeballs.com, a recently launched Mumbai-based advertising agency, is targeting financial dotcoms as its area of specialisation. With an existing clientele comprising names like Kotak Mahindra, Birla Mutual Fund, Prudential ICICI Mutual Fund and Zurich India among others, the agency is looking at breaking even within two months. The start-up is headed by Rajesh Bhojani, who was earlier head of marketing at Birla Sun Life.

But is there a need for a Net-based advertising agency catering to financial services in particular?

Bhojani, CEO, IndiaEyeballs.com explains, "The increasing popularity of the Net in India has generated new opportunities for marketers. Brand managers are now aggressively looking towards a comprehensive online presence having identified it as a thrust area for future growth. IndiaEyeballs.com aims to offer specialist advice to make the most of the new medium."

The agency brass says that IndiaEyeballs' USP will be its creative strength and customised media planning. Not satisfied with the creative content of existing print and TV campaigns of clients, indiaeyeballs.com wants to develop its creatives inhouse.

For the purpose, the agency utilises the Rich Media software, which it claims, gives its banners an edge over competition - competition being the interactive divisions of established ad agencies, ad-servers and some web-design consultants. It claims that the click-through-rate can be improved by up to six times with the help of superior banner creatives.

The agency also provides customised media planning, that is, in addition to choosing the target site, it analyses the content of the various sections, and the user profile is matched to the client's target audience. Besides, Bhojani says that his agency is working with specialised advertising networks for targeting ads by location, demographics and psychographics.

Born with an in-house investment of around Rs 15 lakh, the agency is targeting a billing of Rs 2-crore by March 2001.

© 2000 agencyfaqs!