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  • Coca-Cola retains top spot in Interbrand’s Global Brands report

    MUMBAI: Coca-Cola, Apple and IBM lead brand consultancy Interbrand‘s 13th annual Best Global Brands report.

    While Coca-Cola retained its top position, Apple jumped to number two with stellar sales in both developed and emerging markets over the last year.

    Social media giant, Facebook (69), enters the report after making headlines as the third largest IPO in US history, and Google in fourth spot experienced a 26 per cent increase in brand value over the last year, exceeding rival Microsoft‘s (5) brand value for the first time in the history of Interbrand‘s report.

    Interbrand publishes its Best Global Brands report of the world‘s 100 most valuable brands on an annual basis.

    Interbrand‘s methodology – the first of its kind to be ISO certified – analyses the many ways a brand touches and benefits an organisation, from driving bottom-line business results to
    delivering on customer expectations.

    To develop its report, Interbrand examines the three key aspects that contribute to a brand‘s value:

    • The financial performance of the branded products or service
    • The role the brand plays in influencing consumer choice
    • The strength the brand has to command a premium price, or secure earnings for the company

    2012 Overview: Delivering meaningful brand experiences across all touchpoints

    Against the backdrop of continued global economic uncertainty, this year‘s top 100 brands excelled in securing their market position and delivering more personal and enriching experiences to consumers — across geographies and platforms.

    Interbrand Global CEO Jez Frampton said, “As global competition increases and many competitive advantages, like technology, become more short-lived, a brand‘s contribution to shareholder value will only increase. The world‘s 100 most valuable brands are leading the way by listening to consumers, employees, and investors alike and delivering a seamless and holistic brand experience across an ever-evolving range of touchpoints.”

    In a fast-moving world where consumers‘ offline and online brand experiences constantly intertwine, the leading brands are staying actively engaged, tapping into the inexorable rise of data and information in order to drive innovation across all industries. They are spending the time and money required to understand the role their brand plays in consumers‘ lives – and they are strategically weaving their brand proposition into every interaction.

    New entrants in 2012

    Pampers (34): Pampers, the top-selling diaper brand in the US and P&G‘s number one selling brand in the world, earned the highest ranking position among this year‘s new entrants. Pampers has effectively used social media platforms and loyalty programmes to connect to its consumer base. Such efforts (and increased financial transparency on P&G‘s part) have earned Pampers a high-ranking spot in this year‘s Best Global Brands report.

    Facebook (69): Facebook‘s IPO in May enabled Interbrand to examine the social media behemoth‘s financials for the first time. Despite its rocky start as a publicly listed stock and lingering uncertainty about its business model, Facebook‘s growth as a brand, especially in developing markets, earns it a position in this year‘s report.

    Prada (84): Prada returns to the Best Global Brands report this year. The brand‘s continued growth in revenue is fueled largely by 250+ DOS (Directly Operated Stores) worldwide – a network that has expanded by keeping a careful eye on increasingly sophisticated customers in developing markets.

    Kia (87): For the past few years, Kia has been one of the fastest-growing global automotive brands. In the US, Kia‘s market share has grown for 17 consecutive years and its sales numbers continue to rise, even in the troubled European marketplace.

    Ralph Lauren (91): Making its first appearance in the top 100 since 2009, Ralph Lauren‘s notable brand growth in the past year can be attributed to highly innovative communication patterns and consistency across all touchpoints and formats.

    MasterCard (94): MasterCard makes its debut in the 2012 Best Global Brands report after an impressive year. The company‘s launch of its “Priceless Cities” campaign and a growing suite of solutions for business owners are steadily increasing consumer satisfaction – and contributing to its rise in brand value.

    Top rising brands in 2012

    Apple (+129 per cent): Despite Steve Jobs‘ passing, consumers‘ emotional connection to the Apple brand remains stronger than ever – this was made clear just recently with the launch of iPhone 5. Even in the face of increasing competition from rivals Google and Samsung, the company continues to demonstrate its commitment to protecting the Apple brand and its intellectual property. Such commitment enabled Apple to post quarterly revenue of $35 billion and quarterly net profit of $8.8 billion in July.

    Amazon (+46 per cent): Amazon has introduced the Kindle Touch and Kindle Fire in 175 countries, stretching the Kindle beyond its e-reader origins and turning it into a serious
    rival to the iPad. The Kindle Fire now enjoys the world‘s second-largest tablet market share.

    Samsung (+40 per cent): Samsung became the global leader for smartphone shipments in 2011 ahead of Apple and Nokia. Samsung also generated a great deal of online buzz by integrating its Galaxy SIII and Note into the Opening Ceremony of the 2012 London Olympics. Despite its legal battle with Apple, Samsung‘s global market share is 32.6 per cent and its brand value increased by a meteoric 40 per cent in the past year.

    Nissan (+30 per cent): Nissan recovered quickly from last year‘s natural disasters in Japan and grew its market share by pushing the envelope on innovation and by creating bold vehicle designs like that of the Nissan Juke. Nissan‘s ability to overcome challenges and continually innovate caught the attention of consumers and helped increase its brand value by 30 per cent.

    Oracle (+28 per cent): Oracle has been branching out beyond database solutions in order to stay ahead of competitors. The company continues to make strategic acquisitions and grow its capabilities and offerings, especially in cloud computing. Oracle‘s 28 per cent increase in brand value this year proves that such strategies have impressed customers and investors alike.

    Technoplogy brands continue to dominate: Technology brands continued their strong push of recent years, with four of the five top risers hailing from the sector (Apple, Amazon, Samsung, and Oracle).

    In addition, five of this year‘s Top 10 brands come from within the technology sector (Apple, Google, Microsoft, Intel, and Samsung). Apple, in particular, experienced record growth in brand value. While there is no question that products like the iPad and iPhone 5 are attractive to consumers around the world, Apple‘s values and unmistakable human touch are what set it apart from competitors in the end.

    Automotive brnds move beyond recovery: Automotive brands are becoming more attuned to the emotional connection consumers have with their cars. This has caused many automakers to develop more effective, technologically savvy ways to reach target markets and help prospective buyers better relate to car brands.

    Audi‘s (55) digital showroom, Audi City, is revolutionising the future of retailing by combining digital product presentations and personal contact with dealers. Similarly, Ford (45) is working hard to improve MyTouch, its in-car communications and entertainment system. Brands like BMW (12) and Hyundai (53) are investing in global brand campaigns and are becoming more digitally connected and tailored to narrower target groups.

    For the most part, the entire industry appears to be focused on engaging customers and prospects in a more relevant and personalised manner throughout the entire purchase cycle.

    Luxury brand prove resiliant: Despite the current economic landscape, all of the luxury brands in this year‘s report increased their brand value. As the meaning of luxury shifts, this year‘s top luxury brands reflect a changing global consciousness – with success dependent not only upon a portfolio of superior products and superb quality of service, but also a strong cohesive brand, a formidable digital presence, and reputation that is timeless, elevated, and refined. The 2012 Best Global Brand report includes seven luxury brands: Louis Vuitton (17), Gucci (38), Herm?s (63), Cartier (68), Tiffany (70), Burberry (82), and Prada (84).

    FMCG/CPG brands increase in brand value & expand product offerings

    The rise in value of several FMCG/CPG brands — Kellogg‘s (29), L‘Oréal (42), Heinz (46), Colgate (47), Danone (52), Nestlé (57), and Johnson and Johnson (79) — reflect successful growth, especially in the developing markets. Another growing trend observed this year was the increasing number of FMCG brands expanding into the healthcare space. Avon (71) and Kleenex (80) were the only two brands to lose brand value (-4 per cent and -7 per cent respectively).

    Financial Services: Financial services brands are continuing to feel the impact of 2008‘s global economic downturn. Recent events, such as the notorious Libor scandal, have tarnished the reputation of leading brands like Credit Suisse – it declined by five per cent in brand value and ranked 95. There is reason to be optimistic about the future of this sector, however: Five of the 12 financial services brands in this year‘s report increased in brand value, including American Express (24), Morgan Stanley (54), AXA (58), Allianz (62), and Visa (74). MasterCard (94) was a new entrant to this year‘s report, an indication that its “Priceless” campaign continues to succeed in building a stronger connection between the brand and its growing customer base.

  • Nielsen goes live with its cross-platform ratings measurement

    MUMBAI: Nielsen, a global provider of information and insights into what consumers watch and buy, has taken a major step forward for cross-platform advertising measurement by launching Nielsen Cross-Platform Campaign Ratings.

    Leveraging the Media Rating Council-accredited Nielsen Online Campaign RatingsTM and proprietary national TV panel, Nielsen Cross-Platform Campaign Ratings will deliver reach of video advertising across screens. The solution will be commercially available beginning 1 October.

    Nielsen Cross-Platform Campaign Ratings has been through extensive trials with a number of the industry’s biggest players across the advertising ecosystem. ESPN, Facebook, GroupM, Hulu and Unilever are among the dozen industry leaders who participated in trials for this service, which provides unduplicated and incremental reach, frequency and GRP measures for TV and Internet advertising.

    “Sports fans are on the cutting edge of changing consumer media behavior,” said ESPN Vice President of Integrated Media Research Glenn Enoch. “ESPN‘s participation in the Nielsen Cross-Platform Campaign Ratings trial reflects our constant exploration for new ways to measure cross-platform usage.”

    “Better understanding of the ads consumers see across all media is critical for marketers to build great campaigns – and for publishers to demonstrate the true value of their inventory,” said Facebook Head of Measurement and Insights Brad Smallwood. “Nielsen Cross-Platform Campaign Ratings is the first product that truly addresses this issue. Having a holistic, consumer-centric view of a campaign is a big step forward for the industry.”

    “As consumers watch their favorite TV shows across Internet-connected devices, measurement in this area becomes critical to the long-term health of the entire industry,” said Hulu Senior Vice President, Advertising Jean-Paul Colaco. “We are supportive of Nielsen‘s approach in advancing the reliability of cross platform measurement and look forward to continuing our collaboration with them.”

    “Nielsen Cross-Platform Campaign Ratings helps us determine who is seeing our advertising on TV compared to our digital advertising. This is increasingly important as we discuss how to spend our money across these critical media platforms,” Unilever, Director of Media Investment and Partnerships Jennifer Gardner.

    In addition to online video advertising, Nielsen’s approach measures online display and rich media advertising in combination with TV. Industry trials, run between March and August 2012 have demonstrated the power of a high-quality, third-party solution that provides directly comparable metrics across TV and digital, measuring unique audience on each, along with overlapping audience and total combined unique audience.

    “Creating a way to reach, measure and monetize inventory across screens and platforms advances the industry toward the high caliber, seamless standard that can provide new opportunities for players across the industry,” said Nielsen President, Global Media Products and Advertiser Solutions Steve Hasker. “Nielsen Cross-Platform Campaign Ratings is an exciting step in helping advertisers, agencies and publishers further understand the impact of their campaigns, wherever they run – across platforms and markets around the world.”

    The Nielsen Cross-Platform Campaign Ratings launch comes as more and more consumers are living cross-platform lives. According to the latest Nielsen Cross-Platform Report, in addition to watching 34-plus hours of TV per week, the average American spends nearly five hours online on the computer. More than half of Americans now watch video online, with online viewing increasing average weekly video consumption to roughly 35 hours.

  • Kansai Nerolac launches new campaign to encourage Healthy Homes

    MUMBAI: Kansai Nerolac has launched a new brand campaign ‘No VOC No Gadbad‘.

    The new campaign aims at educating consumers on the side effects of the VOC (volatile organic chemicals) in paints. The campaign features their brand ambassador Shah Rukh Khan.

    Kansai Nerolac VP- Marketing and Sales Sukhpreet Singh said, “We have always encouraged healthy and safer living and with this campaign, we aim at educating the need for checking about VOC content while choosing paints, VOC in paints can be harmful. Also paints are not just choosing a color or design it is a lot more than just beautification. This innovative concept aims at reaching out to the end consumers across strata be it the painters, Architect, Interior decorators and consumers. This further strengthens our brand commitment towards creating a safer environment and encouraging use of paints.”

    As a part of the campaign, Kansai Nerolac also introduced a concept, where consumers and fans of Shah Rukh Khan could call him to seek details on healthier and safer paint and get connected to Nerolac home painting services and also acquire knowledge on the ill-effects of VOC. One could also visit their website for more information. Also Nerolac fans on the Facebook page will get regular post on how to décor house with healthier and safer paint.

  • Iffort bags Lonely Planet India digital media mandate

    MUMBAI: Travel guidebook publisher Lonely Planet has appointed New Delhi-based Iffort as its digital media agency partner in India.

    Iffort will handle the full digital spectrum for the publisher including rolling out strategic community engagement and search engine optimization programs to position the guidebooks among the target audience in India. Lonely Planet is launching a brand new series of travel guidebooks, designed especially for the Indian traveller on 12 September.

    Iffort director Sunny Jindal said, “We‘re excited to be associated with Lonely Planet India at a time when they are launching a range of travel guides targeted towards the Indian travellers. Iffort will handle the digital media strategy for Lonely Planet India including suggesting specific ideas for target audience engagement on social media platforms like Facebook and Twitter. Over the coming months, we‘ll be using our domain-experience to build on Lonely Planet India‘s growing reputation an iconic travel brand and strengthen its community relationship.”

    Lonely Planet India general manager Sesh Seshadri added, “Our content development team is engaged in creating relevant content for the Indian traveller and we see the importance of community building among Indian travellers. The appointment of Iffort will help us achieve this goal and will build a strong connection with the users of our content across delivery platform, print and electronic.”

  • Zee Cinema takes digital route to promote Agent Vinod premiere

    MUMBAI: Zee Cinema has lined up digital innovations for the premiere of Agent Vinod on 1 September at 8 pm.

    The presenting sponsor of the movie is Brooke Bond Taj Mahal while the channel has roped in Blackberry as the powered by sponsor.

    To engage the online game buffs, a game has been created by the channel. It is currently hosted on Facebook. The game is about playing pranks with one‘s friends and is titled ‘Mere Dost Ki Pungi‘, taking off from the popular song of the film.

    Also, the channel is engaging with the users online by showing ‘behind the scenes‘ footages and also highlighting unknown facts about ‘Agent Vinod‘.

    According to the channel, the masthead of Youtube will be taken over on 1 September with a creative that will enhance the premiere tune-in, have trailers, behind the scene footage, trivia and the option to play an application. There will also be take-overs on portals like Yahoo and MSN. The channel will create a ‘Youtube Mobile Roadblock,‘ wherein anyone accessing any video on youtube using their mobile will be able to catch the ‘Agent Vinod‘ tune in. The premiere of ‘Agent Vinod‘ is being promoted across the DTH players of India – Dish TV and Airtel – along with a “robust” campaign.

    ‘Agent Vinod‘ promos have played in 400 cinema screens across 13 major cities in the Hindi speaking markets during the screening of ‘Ek Tha Tiger‘. Along with the running outdoor campaign, the on-air campaign of ‘Agent Vinod‘ is also being played out across the Zee Network.

    The promos have been customised for each target genre to ensure maximum brand recall. On kids channels, there is an animation promo, where the protagonists and antagonists are shown in an animated avatar. On music channels, the best songs of the movie are used in the background score while showcasing highlights from the film. Meanwhile, on news channels the creative showcases India and Pakistan coming together.

    Zee Cinema has also taken the television airing rights of ‘Barfi‘, ‘Joker‘ and ‘Heroine‘.

  • Nerolac gives Gen-Next a chance to personalise its jingle

    Mumbai: In an attempt to engage with the “Generation Next” audience, Kansai Nerolac is leveraging the online space through a new phrase with its latest social media campaign – Kuch Change Karein, Chalo Tune Badlein – personalise the Nerolac Jingle.

    The campaign aims at involving consumer in building the brand Nerolac. Consumers from across the country and even outside India can participate in the contest by coming up with their own version of the jingle of Nerolac – “Jab Ghar ki raunak badhani ho, Deewaron ko jab sajana ho, Nerolac, Nerolac”.

    Kansai Nerolac Paints vice-president – marketing (decorative) Sukhpreet Singh said, “Social media has always been an important ingredient of our marketing mix. Early last year we launched Nerolac Earth Matters on Facebook which is a platform for architects and interior designers to share sustainable living ideas/concepts. This latest campaign will connect us with young Indian consumers who believe that life is colourful and vibrant. The contest intends to engage with the new self-reliant young consumers who today are financially independent and have high disposable income”

    All the new versions of the Jingle generated by the consumers would compete on social media platforms like Facebook and Twitter to emerge as winners in various categories like The Best Jingle, The Most Voted Jingle, The Best New Lyrics, The Best New Arrangement and could possibly be chosen for the future campaigns of the brand. The winners also stand a chance to win cash prizes.

  • Size matters in changing adland

    MUMBAI: In the acquisition storm swirling across the advertising world, there are two strong currents that are pushing from below to force change in adland: the digital might of Google, Microsoft and their likes and the emerging high-growth markets including India.

    The compulsion to do buyout deals and outsize competitive agencies is coming from an evil that is economic crisis. Global media agencies are looking for safe harbours away from the slowing advertising markets of the United States and Europe.

    Prolonged recession since 2008 is providing the ideal climate for these deals to fertilise. The smaller players have become more open to sell as they seek escape from financial stress and acquisition prices become more affordable.

    “We will see more mergers and acquisitions take place. In a downswing, the values become lucrative and the benefits of consolidation become more apparent,” says Publicis South Asia CEO Nakul Chopra.

    The BBHs of the world were born in a different era and in a different period of history. Now is the time to build scale, volume, value and efficiencies through size. The scramble is on to consolidate advertising spends among the top five agencies, much like the way the other industries behave.

    “How long can the ad industry stay fragmented? It is the era of consolidation at the top,” says former Havas Media CEO and now
    BCCL director customer strategy Anita Nayyar.

    There is no other way to survive the onslaught of the digital players in a convergent media world. Agencies need to invest in digital expertise, technology and geographies. For tapping say Google, agencies with size will have a distinct advantage.

    And who knows where the ambitions of these digital giants will end? Sitting on huge cash piles, Google, Facebook, Apple or Microsoft may find business sense in owning media and entertainment companies as the world moves rapidly towards convergent economies.

    And what if they suddenly develop the appetite to gobble up extended areas like the agency business?

    That may be too much of an extended logic. It is definitely not the reason behind the current urge of agency owners to grow into bigger giants. Consolidation to tap deeper into clients in a digital era is the one big pull. And in a mightier ad world, growth can come through buyouts that provide complementary strengths.

    Japan’s Dentsu, overwhelmingly dependent on its revenues from the home market, has taken one such giant leap by agreeing to buy London-based Aegis Group for a whopping $4.9 billion. This will enable it to fly with greater stamina in Europe, a market it had earlier tried to dig into but failed. The Aegis buyout will place the Tokyo-based agency in the top position in the Asia-Pacific region while it becomes the second largest in western Europe, the fastest growing in North America and a global leader in digital markets.

    The Japanese agency couldn‘t have waited longer to spread far and wide. WPP has done a spate of acquisitions across the world, the most recent being independent digital agency AKQA. Publicis Groupe, on the other hand, gobbled up London-based Bartle Bogle Hegarty (BBH) for $848.5 million. The French agency also bought Rosetta, a digital marketing company, last year.

    “In this consolidation wave, Dentsu needed to balance their footprint. There was an inherent strategic need,” says Chopra.

    Consolidation among the bigger agencies is nowhere near completion. Havas and the Interpublic Group could become the new targets for acquisition as the pecking order of the top five agencies remain unchanged even after combining Dentsu and Aegis. WPP leads the pack, followed by Omnicom, Publicis, IPG and Dentsu.

    The acquisition fever has also spread to the Indian shores. The largest takeover activity was made last year when Omnicom snapped up majority stake in Anil Ambani‘s Reliance-owned Mudra Group. The most recent acquisitions this year have been the total buyout of digital agency Indigo Consulting by Publicis’ Leo Burnett and 51 per cent of Hungama Digital by WPP’s JWT.

    “In this digital era, there is a need to offer a wider level of specialised services. We acquired Indigo Consulting, one of the largest digital agencies in India,” says Leo Burnett chairman and CEO for Indian subcontinent Arvind Sharma.

    The acquisitions across geographies are not going to end. The cross-border deals are, in fact, going to multiply. “The big change sweeping across the world is the power of the digital medium. In this cyclic wave, inorganic expansion is becoming an important route. Agencies want to leapfrog their understanding in the digital arena as consumer behaviour is changing fast. Since digital means global platforms, we are seeing more cross-border deals like Dentsu intending to acquire Aegis,” says ZenithOptimedia CEO Satyajit Sen.

    Sharma believes that mergers and acquisitions will last for at least a decade. “The dominance of television is waning and ad spends are moving away to digital. The market is getting more segmented and ad models are becoming complex. Also, TV, tablets and smart phones are merging into each other. Media companies are acquiring specialities as digital is becoming a powerful communication tool. Technology is driving interest and consumer time. These require new perspectives and new skillsets,” he explains.

    India with a 1.2 billion demographic has become a very important growth market for the global agencies. Commenting on S&P’s remark about India being the first fallen angel, WPP Group CEO Martin Sorrell told CNBC TV18‘s Anuradha Sengupta in an interview that “If India is a fallen angel, I would like to be a fallen angel.”

    The angels are inhabiting Brazil, Russia, India and China. While US is seeing very slow growth and Europe is caught in a debt crisis, the BRIC countries are growing strongly though of late they are tending to reverse their crazy pace.

    Sharma believes acquisitions will keep happening in India. If 4G turns out to be a success and the projection of 200 million subscribers over the next five years actually happens, it would throw open a lot of opportunities and challenges for agencies.

    “We will see digital and special units and talent being gobbled up. New creative shops will keep coming up and it normally takes seven years of growth for such smaller outfits to be a target for acquisition,” he says.

    Agrees Sen, “Acquisitions will be on the rise. Network agencies will have an advantage.”

    Will that signal the end of the mushrooming of independent agencies in India? Madison Media Group CEO Gautam Kiyawat does not think so. “Creative shops can be successful without the scale attached to it. I don’t see their death in India. They will continue to exist in numbers,” he says.

    The advertising landscape will possibly witness two trends. While mid-sized agencies will be buyout targets, the smaller creative outfits will find space to exist.

    Nayyar feels India will not follow the global trend where the top league will be occupied by five agencies who will dominate the market. Being diverse in nature, India will be a 10-15 player market. Agencies with sizeable volumes like Madison already exist. Like China, India is a volume market,” she avers.

    Percept Limited joint managing director Shailendra Singh agrees that India will have more players with strong volume business. “India is a totally different market. “We are a totally different market. Percept will not sell. Our media business, in fact, has been made the company of the year in the Group. We are client heavy and our growth is steady,” he asserts.

    The consolidation wave is looked at as a healthy development by some industry experts. “The trend to break free and set up smaller units has fragmented the market too much and clients have gained from this. The industry needs to work with better rates,” says Nayyar.

    Sharma holds a contrarian view. According to him, consolidation is not deep or penetrative enough to push up rates. “Consolidation has not been so dramatic that it will have an impact on agency compensations in the short run. It may slow down the drop in agency compensations but not necessarily push them up,” he says.

  • Cogmat lands social media duties of Turtle

    MUMBAI: Kolkata-based men‘s fashionwear manufacturer Turtle has awarded the duties for its social media and online promotion to digital marketing agency Cogmat.

    As part of the mandate, Cogmat will be responsible for reviving the existing properties on platforms like Facebook and Twitter apart from creating and increasing the brand‘s social media presences across platforms and will also take care of its online advertising to direct traffic to Turtle‘s e-commerce portal.

    Cogmat‘s list of clients includes brands like Oxemberg, Eurokids, Welingkar Group of Institutes and Mufti.

  • Creativa India bags Pan Macmillan’s digital account

    MUMBAI: Digital marketing agency Creativa India has been awarded the duties for the entire spectrum of online activities for the Indian arm of the UK-based publisher Pan Macmillan.

    The agency has worked with Pan Macmillan before when it undertook the online promotion duties for the book Jaal. The two parties had been in talks in this regard since then.

    Creativa India founder Himanshu Bhalla said, “We will handle the entire promotion on Facebook, Twitter and YouTube for Pan Macmillan India. We have already started the work with them with the online promotion of their book Jaal and its book Launch.”

    “Promotion for Jaal was quite successful and we will now move on to planning the promotion of their other books. Apart from this, we‘re also involved in media planning for Pan Macmillan India”, added Creativa India co-founder Dinesh Juneja.

    Pan Macmillan India is one of the leading publishing houses of India. It was set up in 1998 and began full scale publishing operations in India in August 2010. Till then, it distributed internal titles by its global counterparts in the company along with locally published titles under Picador India. Pan Macmillan India has, until recently, been publishing only under the Picador imprint. The company has now added Pan and Macmillan, two new imprints to cover its local commercial fiction and non-fiction publishing.

  • Random House awards social media duties to Creativa India

    MUMBAI: Random House India, the Indian arm of English language general trade book publisher Random House Inc, has entrusted its social media mandate to Delhi-based Creativa India.

    The agency will handle their social media as well as digital banners across various sites and will be responsible for online promotion for the publishing house’s book on social networking sites like Facebook, Twitter and Pintrest.

    Creative India founder Himanshu Bhalla said, “We’re pretty excited about working with such a big name in the publishing industry and teaming up with them to establish a digital footprint.”

    Creativa India co-founder Dinesh Juneja said, “With the publishing industry booming in India, we have a great potential to do good work across social platforms.”

    Creativa India is a content generation firm that specialises in social media marketing and creative advertising. It was launched in 2010 and since then has worked with clients across segments like airlines, publishing, mobility, education and e-commerce portals. The agency provides service like social media management, online reputation management, real-time video production and online media buying.

    Random House India was started in July 2005 and publishes work by writers like Rujuta Diwekar, Anita Desai, Namita Devidayal, Mohammed Hanif, Jhumpa Lahiri, Manju Kapur, Daniyal Mueenuddin and Basharat Peer.