StrawberryFrog India to work on Rediff.com account

A television campaign is on the cards.

Online brand Rediff.com has appointed StrawberryFrog India for its creative duties. The development follows a multi-agency pitch process.

While the company spokesperson chose not comment on the development, industry sources have confirmed the news to afaqs!. The upcoming brand campaign is slated to be a multi-media one, including television.

In the past, BBH India has worked on this account. The agency was appointed in 2009, around the time the website underwent a much talked about makeover. In fact, the agency's 'Just your stuff'' campaign for Rediff.com spoke about this new interface and targeted the youth. The objective was to develop a distinct personality for the brand, something the agency attempted to accomplish through a whacky ad film that involved a man in a bathtub and a singing rubber duck, among other such quirky elements.

Earlier, the brand's visible ad campaigns include one released in 2007 in which focus was on the portal's unlimited storage capacity, and another one released a year before that in which a television commercial that focused on the brand's 'lightning fast' mail service was released.

Around 2010, Rediff.com launched a mobile phone application called Rediffmail NG (new generation), which, once downloaded on a GPRS-enabled phone, allowed users to access e-mails (Rediffmail) on the move. To promote and encourage adoption of the application, the brand released an ad campaign including online and direct marketing channels as well as traditional media such as print and television. The site's Android app was made available last year.

Earlier this year, Rediff.com launched a new tiled interface, in a move to make the website more user-friendly for people who access it through tablets and other touch-screen devices. As reported by afaqs! in April this year, the new Rediff homepage is an assortment of content and services using a visually rich, contemporary grid layout. Each unit of the grid features the latest information, photographs and videos, giving it a more interactive and image-friendly appearance.

Rediff.com was established by Ajit Balakrishnan in 1996. At the time of filing this report, Alexa.com ranked Rediff.com at No. 15 in India.

For the record, StrawberryFrog launched its India operations in November, 2012. Some of its recent account wins include Miller High Life from the house of SABMiller; Xylys, the watch brand from the Titan stable; and most recently Lakme Salon, the beauty brand from Lakme India.