Vibrant Media Bags INR 100 Crore Media Account for Jio-bp
In a three-agency pitch, Mumbai-based Vibrant Media defeated GroupM and Beehive Communications to win Jio-bp’s INR 100 crore media business. Reliance BP Mobility Limited (RBML) is a 51:49 joint venture between Mukesh Ambani’s Reliance Industries Limited and British Petroleum. It was founded in 2021 to run the Jio-bp brand and elevate it to the top of the fuel and mobility markets in India. In October 2023, Reliance Industries’ in-house Vibrant Media hired Madison Media’s chief operating officer, Karthik Lakshminarayan, as Vice President.
Collaboration for energy solutions
BP and RIL announced their collaboration for Jio-bp in 2021. It is among the best suppliers of energy solutions in India, offering a wide network of convenience stores, EV charging stations, fuel, and mobility stations. Jio-bp declared in May of last year that it would be providing high-performance fuel at base prices for the first time in India. It introduced ACTIVE technology into its diesel. The additivised diesel was to be made available at 1,555 petrol pumps, with truckers saving up to INR 1.1 lakh per vehicle per year due to 4.3 percent improved fuel economy.
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Vibrant Media bags Jio-bp’s media duties
The joint venture, which operates under the “Jio-bp” brand, hopes to dominate the fuel and mobility markets in India by taking advantage of Reliance’s widespread reach across 21 states and its millions of customers via the Jio digital platform. BP has contributed its vast worldwide experience in premium differentiated fuels, retail, lubricants, and cutting-edge low-carbon mobility solutions. Over the next three years, RBML intends to increase the number of gas stations it currently owns from 2,000 to as many as 5,500. Later this month, a blitz of outdoor, digital, print, and television advertisements is anticipated. In July 2023, Jio-bp gave Saatchi & Saatchi Propagate the digital mandate for the account. Vibrant now has control over this, handling the majority of Reliance brands’ media spending.
Future of India’s fuel market
Over the next 20 years, India’s fuel market is predicted to grow at the fastest rate in the world. This comes with the country’s passenger car population expected to nearly double. Over the next five years, RBML wants to grow its fuel retail network from over 1,400 retail locations to 5,500. Due to this rapid expansion, the number of employees working in service stations will need to increase fourfold. These will grow from 20,000 to 80,000 over this time frame. In the upcoming years, the joint venture also hopes to expand from 30 to 45 airports.
Read More: GroupM Bags INR 200 Crore Domino’s Pizza Account’s Media Mandate
GroupM Bags INR 200 Crore Domino’s Pizza Account’s Media Mandate
Jubilant FoodWorks Limited, a food service company based in Noida and a Domino’s franchise in India, is said to have given GroupM India the media mandate. GroupM’s Open Mind, a specialized division, will handle the business. It is estimated that the account is valued at INR 200 crore. The previous owner of the account was Havas Media. All of the big agencies reportedly took part in the pitch for the company’s Domino’s pizza restaurant brand.
GroupM bags Domino’s Pizza Media Mandate
The master franchise for Domino’s Pizza is owned by Jubilant FoodWorks Limited, an Indian food service company, and it is valid in Bangladesh, Sri Lanka, India, and Nepal. The company also owns the brands Dunkin Donuts in India and Popeyes in Bangladesh, Nepal, and Bhutan. Ekdum! and Hong’s Kitchen are two more restaurant brands owned by the company. It is owned by Shyam Sundar Bhartia and Hari Bhartia and is part of the Jubilant Bhartia Group.
First Launched in 1996
Since its 1996 launch in New Delhi, India has grown to become Domino’s Pizza’s largest market outside of the US. Additionally, the company is notable for being the first in India to introduce online and mobile ordering for food service.
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Interactive Avenues Secures E-Commerce Mandate for TTK Healthcare
TTK Healthcare, a diversified conglomerate with a wide range of healthcare and FMCG products, has awarded the e-commerce mandate to Interactive Avenues, the digital arm of IPG Mediabrands India. The agency won the account after a multi-agency pitch process and will handle it from their Chennai office.
The e-commerce mandate
TTK Healthcare’s ecommerce presence will be managed by Interactive Avenues, and sales will be increased across key marketplaces and quick commerce platforms. Their responsibilities include e-commerce strategy, content creation, media activation, catalog management, and other duties.
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Here’s what they said
Arjun Siva, DGM – digital marketing & eCommerce, TTK Healthcare, said,
We are delighted to appoint Interactive Avenues as our eCommerce agency. We’re confident their proven digital expertise will help us drive growth and efficiencies across eCommerce platforms, especially for our brands Skore & MsChief in the sexual pleasure category and Eva, our personal enhancement brand.
Aparna Tadikonda, EVP South, Interactive Avenues, commented,
TTK Healthcare has significantly contributed to the advancement of India’s FMCG & healthcare ecosystem for over 6 decades, and is also a pioneer of the condom industry in India. We are thrilled to be working with them. We will focus on delivering a seamless customer journey and driving digital growth powered by our proprietary data-driven frameworks and tools.
Read More: Wavemaker wins media mandate for $20 million Allianz account
Wavemaker wins media mandate for $20 million Allianz account
Wavemaker won the $20 million-rated media mandate for insurance group Allianz. The global pitch saw the company aligning its media operations within GroupM. GroupM has been appointed as the global media partner. Australia’s Spark Foundry by Publicis Groupe, did not take part in the global pitch. PHD made it to the last round of pitching. Wavemaker has had a fantastic year, highlighted by this most recent victory. At the end of November, the agency was named B&T’s Media Agency of the Year, in addition to winning several new accounts.
GroupM reappointed as a global media partner
WPP’s media investment group, GroupM, has been reappointed globally as the media partner. Various GroupM agencies are handling the account both globally and market-by-market. Mindshare is poised to take the lead in two-thirds of markets and throughout the world. Allianz will still receive services from EssenceMediacom in the nine foreign markets where it was the incumbent. The company will receive support from mSix&Partners in Germany, the home base of Allianz. The company also uses Omnicom, Publicis agencies, and Jellyfish as non-GroupM players.
Responsibilities as per the media mandate
The mandate includes full-funnel media strategy, planning, purchasing, and campaign execution. Allianz chose GroupM and its agencies because they could provide deep market-level expertise to support local teams in navigating the complexity of the market while also coordinating efficient and consistent media performance globally.
Here’s what they said
Allianz SE’s head of global brand management and marketing, Christian Deuringe said,
With the new partnership, we are able to deploy our One-Brand strategy perfectly and connect with our customers in an even more relevant way across the entire customer journey. The new set-up combines the strengths of globally managed strategies with tailored roll-outs in local markets. We also expect significant synergies through more standardized processes and performance measurement.
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