ARC Worldwide appointed interactive agency for P&G's Beinggirl.in

The multi-agency pitch for P&G's Beinggirl.in ended with Arc Worldwide's appointment of the website's interactive agency in India

Beinggirl.in, the website for teenage girls created by P&G's female care brand Whisper, has appointed Arc Worldwide as its interactive agency following a multi-agency pitch. The size of the business could not be ascertained. P&G is aiming at 'Indianising' the Beinggirlin site which was launched earlier this year in India.

CVS Sharma, senior vice-president and director, Arc Worldwide, believes that his agency’s strong point in the pitching process was the approach, where they presented an interactive strategy rather than just an online one. "We will ensure that we have multiple touch points such as mobile-based contests and mobile based pull programs. Apart from this, we will develop online games which will be of interest for girls,” Sharma says.

Sharma adds, “The objective is to have rich content on the site, which will pull the traffic. We are ambitious enough to hope that every girl will access Beinggirl.in in the next two years.”

Sharma says the first phase of the plan for Beinggirl.in will begin in another 45-60 days which will launch a localized version of the site. Arc Worldwide is a marketing services agency, and a part of Publicis-owned Leo Burnett.

The site is a forum for girls to explore their interests and seek guidance from experts on various issues. Besides, the site will have other interactive features such as polls, tips and tricks, freebies and wallpaper downloads. Visitors can get information related to health, hygiene and wellness, on Beinggirl.in.

Beinggirl.com was originally launched by P&G in 2000 and receives more than 500,000 unique visitors per month, while the advice section receives over 3,000 questions every week.