Shortly after winning business worth around Rs 40 crore from Marico, BBH has now won the account of major Indian online brand – Rediff.com. Sources close to the development estimate the account size to be around Rs 25 crore.
Rediff.com has not been under the supervision of any creative agency for some time. Its last ad campaign was seen in 2007, where the communication highlighted the unlimited storage capacity on the portal for existing and prospective users. A year before that, a television commercial for its mail service was released with the positioning of Lightning Fast.
Until now, Internet advertising has been the sole focus for Rediff.com. The brand has not used traditional media for branding and advertising extensively in the past.
Partha Sinha, managing partner, BBH, views the brand as an original cutting-edge one, at the forefront of youth and technology. “As an agency, we want to remain at the cutting edge of thinking and creativity. There’s a natural match of purpose – almost like an ideal client to have.”
Ajit Balakrishnan, founder chairman, Rediff.com, says in a media release, “I have long been an admirer of the creative work that BBH is known for and am happy that we now have an opportunity to work together. In our collaboration, we hope to create advertising that will set new creative standards; and in that process, make Rediff.com one of the pre-eminent Internet brands in the world.”