FCB Ulka awarded Jeevan Saathi.com's advertising duties

FCB Ulka has been awarded the creative and media duties of matrimonial website, Jeevan Saathi. The website was, in fact, recently acquired by Naukri.com, leading Indian careers website.

Talking about the account gain, Sanjeev Bhargava, vice-president, FCB-Ulka, says, "We won the business on the basis of our work done on our client, Naukri. I believe the client was happy with our work."

With players such Shaadi and BharatMatrimony getting aggressive in the media space, awareness levels among the target group is already high. "The fact that advertising has generated a lot more awareness is good for the industry. And, this phenomenon has marked a paradigm shift in the way matrimonial advertising is done. To that end, our focus is to produce persuasive communication and expand the market."

The team on Jeevan Saathi is currently at the stage of formulating the creative strategies. The media plan will be decided in accordance to the findings thrown up after the analysis of data. The data will include the traffic profile of Jeevan Saathi, which is essentially the geographical location of the core audience. "Based on that, we will decide the media mix for optimum impact," Bhargava says.

While Bhargava is tightlipped about the size of the account, he says the ad spends for Naukri and Jeevan Saathi put together will amount to Rs 5-6 crore.

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