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Links 1 through 10 of 227 Sidharth Rao's Bookmarks

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Conscious of the increasing impact of the digital and social media in informing voter choices especially that of first time voters, accounting for 20% of the electorate, the Congress is laying special emphasis on its online presence in the run up to 2014. The party intends to have a specialized agency handle its digital/social media account and big names in the world of digital advertising Webchutney, Pinstorm, Oracle and even Percept are in the reckoning.

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That brings us to our third contention that much of the merger and acquisition activity in the country in the last year or so was aimed at building digital muscle on the part of agencies. For instance, in May this year, the Dentsu India Group, a wholly-owned subsidiary of Tokyo-headquartered media giant Dentsu Inc, acquired 80 per cent stake in digital agency Webchutney. The move is part of Dentsu India's plans to build expertise in campaigns tailored for digital and mobile technology platforms. Maurice Levy-led Publicis Groupe acquired Neev, which is based in Bangalore and is a provider of software solutions, and Mumbai-based digital agency Convonix.

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Lakme, the beauty product brand from the Hindustan Unilever stable, has been quite bullish on digital media in recent times. The brand has taken to social media in a big way for its flagship property, Lakme Fashion Week Winter/ Festive 2013. The social media campaign has been executed by Webchutney.

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Coca-Cola’s clear soft drink brand Sprite has launched a nationwide contest for youth driven by social media, titled ‘Teen Till I Die’. This is in line with the brand’s signature ‘Chalo Apni Chaal’, unveiled early this year. The digital-experiential campaign has been conceived and will be executed by Con ten Media, while Webchutney Studio will handle publication and promotion on social media. The contest will run through the month of September.

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