Robomate+ appoints Ogilvy & Mather as its creative agency

The agency will handle the account from its Mumbai office.

Robomate+ is an online education portal by MT Educare, the holding company of Mahesh Tutorials that provides interactive study material for students. It is a video education platform for students to help them prepare better for exams such as JEE, CA, CPT, CAT, as well as board exams such as those of the CBSE and the ICSE.

Recently, MT Educare appointed Ogilvy & Mather Mumbai to conceptualise the launch of Robomate+ and further sustain the brand to drive usage across its many different consumer segments.

On the appointment, Chhaya Shastri, director at MT Educare, which is also the parent company of Robomate+, says in a press release, "The task is to induce a new behaviour in the education category for which a deep understanding of the consumer is the key. Ogilvy's understanding of the Indian consumer is unmatched, and it was amply demonstrated at the very first meeting."

She further adds, "The team knew exactly how it wanted to position this brand, even before the brief was rolled out. While there was a formal pitch and discussions with a couple of other agencies as well, in the end, Ogilvy's solution really made this an easy choice."

Speaking on the win, Abhik Santara, senior vice-president, Ogilvy Mumbai, says in a press release, "The true insight and the brand solution came from going back a few years in our life and trying to feel the way we felt as students. Things that we looked for and things that we wished we could have access to in our study days were the consideration points."

He further adds, "Our interaction with (Chhaya) Shastri was very meaningful because of the little insights we gathered before. Her enthusiasm and future plans for Robomate+ got us excited to work on this brand immediately."

It may be noted that among the agency's recent announcements was the appointment of Deepankar Kapoor as head of strategy, Neo@Ogilvy (Ogilvy's global media agency).