JWT, Chennai, wins Sulekha.com business

Sulekha.com, the social networking site for Indians across the world, has zeroed in on JWT, Chennai, as its creative agency. As reported by agencyfaqs! earlier, the pitch process involved Rediffusion DY&R (Bangalore), Euro RSCG, O&M and Orchard, apart from JWT. The final round saw Rediffusion and JWT compete for the business. The size of the business is around Rs 8-10 crore.

MindShare, Interactions, OMS and The Media Edge have taken part in the media pitch, which is yet to conclude.

On choosing JWT over the others, B Sridhar, director, global brand and marketing, Sulekha.com, says, “JWT displayed a strong point of view and had tremendous belief in the power of its idea. The presence of Senthil Kumar leading the creative team at JWT also swung the decision in the agency’s favour.”

The job before JWT will be to shed the image of Sulekha.com being a portal only for NRIs to keep in touch, and position it on the wider platform of Indians anywhere being connected. The campaign is expected to break by July 2007.

Sridhar adds, “Ours is a well known brand abroad, particularly in the minds of NRIs residing in the US and Canada, but it hardly has a brand presence back in India, even though the product is very much active here.” Therefore, Sulekha.com wishes to have an active brand presence pan-India. The media mix will include television, radio, press and outdoor, apart from the online activities.