TBWA India grabs Yebhi.com's creative duties

Eleven Brandworks was the incumbent creative agency on the account. Recently, the brand's media duties were awarded to the MPG Group.

After evaluating several leading creative agencies, online shopping portal Yebhi.com has brought on board TBWA India to handle its creative mandate. A couple of days ago, the media planning and buying duties were awarded to the MPG Group.

While the brand authorities remained unavailable for comment at the time of filing this report, reliable industry sources have confirmed the news to afaqs!.

Earlier this year, Big Shoe Bazaar India, the brand owner of the e-commerce portal, raised Rs 100 crore ($20 million) in Series C round of funding led by Fidelity Growth Partners India and Qualcomm Incorporated, through its venture capital investment arm, Qualcomm Ventures.

A couple of years earlier, the company raised Rs 10 crore ($2 million) of Series A funding by Nexus Venture Partners, followed by a second round of funding of Rs 40 crore ($8 million) in 2011 led by Catamaran Ventures.

On the communication front, it may be recalled that a year ago, Eleven Brandworks created a TVC for Yebhi.com that targeted middle and upper middle-class youth, particularly those without much disposable income. The objective then was to convey the fact that the lifestyle portal offers users the attractive option of availing big brands at a reasonable price. It remains to be seen how TBWA India will build brand Yebhi in the days ahead.

Launched in 2009, Yebhi.com is one of the leading home, lifestyle and fashion e-retailers in the country. With over two million registered users, the portal serves over 10 transactions in a minute, it claims.

For TBWA, this win comes close on the heels of winning the creative duties for Volvo-Eicher Commercial Vehicles (VECV), a 50:50 joint venture between Swedish company Volvo Group and Eicher Motors.