Sulekha.com chooses Interactions as its AOR

The pitch involved TME, OMS and MindShare, apart from Interactions. Ad spends are estimated to be around Rs 8-10 crore for the coming year

Following a closely contested pitch, Lintas Media Services’ agency, Interactions, has bagged the media planning and buying duties for Sulekha.com, the online community that offers classifieds, yellow pages and social networking services for Indians worldwide.

Four media agencies – MindShare, OMS, TME and Interactions – took part in the pitch process. Out of these, Interactions and MindShare were in the final lap. The ad spends are estimated to be Rs 8-10 crore.

B Sridhar, director, global brand and marketing, Sulekha.com, says, “To build the brand Sulekha, we are primarily looking for a ‘TV-independent’ media solution, which is what Interactions offered us.” This is not to say that television won’t be a part of the media mix, but the thrust will be towards innovative new media ideas. Viral marketing and mobile campaigns will be a part of that effort.

Interactions will handle the media buying and planning for Sulekha.com both in India and the US. Sulekha.com is seeking to build a nationwide brand that stands for an integration of local commerce and social media on online and mobile platforms. A logo revamp is also on the cards.

The campaign will break around the end of August 2007 in India. Recently, Sulekha.com hired JWT as its creative agency, as has been reported by agencyfaqs!