Rediffusion Y&R bags digital duties of ITC Classmate

The agency has plans to create an interactive platform or destination for ITC Classmate brand

Advertising agency, Rediffusion Y&R has won the digital duties of ITC stationery brand, Classmate.

Speaking to afaqs!, Rachana Dharia, head, digital, West and South, Rediffusion Y&R, says, "We will handle both digital creative and media duties of the brand." However, Dharia did not clarify whether the agency would manage the account on a project basis or retainer basis.

Dharia says, "Digital media will be leveraged to build interaction and engagement with the brand. We will develop an interactive and user-generated content-based digital platform for the Classmate brand, which will help the brand to engage with internet users in the age group of 16-20 years."

She declined to divulge further details on the digital platform that the agency will develop. The Classmate brand has no dedicated site of its own as yet. To promote the digital platform, the agency plans to unveil a campaign -- which will include display and social media marketing.

In an official communiqué, Paritosh Srivastava, executive vice-president and branch head, Rediffusion Y&R, Bengaluru, says, "We hope to come up with some exciting work on Classmate. The Classmate TV commercial created a fantastic response for the brand. We hope to bring alive the idea of 'the Big ideas in you' by an interactive and engaging experience."

For the record, the agency also handles the creative duties of ITC Classmate's mainline account.