Leo Burnett, Mumbai, bags IDBI’s paisabuilder.com

JWT and Bates were also in the race for the business, which is estimated to be Rs 4-5 crore

Following a multi-agency pitch held in September, Leo Burnett, Mumbai, has won the creative duties for IDBI’s online trading website, paisabuilder.com. The size of the business is estimated to be Rs 4-5 crore. The other agencies in the fray were JWT and Bates.

The media pitch is still on and two agencies have been shortlisted. The final decision is expected by mid-December. However, Bates continues to handle IDBI’s corporate business.

Confirming this news to agencyfaqs!, Ketan Trivedi, associate vice-president, marketing, IDBI Capital Market Services, says, “On evaluating the different strategies presented by the participating agencies, we found that Leo Burnett’s concept was in alignment with our communication objective.”

“Retail investors form the core of our TG and, often, they don’t know the correct avenues for investing their monies. We plan to create greater awareness on this,” adds Trivedi.

Srikanth Sarathy, vice-president, Leo Burnett, Mumbai, remarks, “Our comprehensive understanding of the financial category as well as our strategies for breaking the myths surrounding the financial space helped us gain an edge.”

The media mix for the communication will include television, print and online advertising.

For the record, IDBI paisabuilder.com was started in July this year. It is an online trading website, through which interested investors can invest in equity shares, mutual funds and IPOs. Leo Burnett will be the first agency to handle this business.

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