BIBA appoints Media2win as its digital agency

The agency will be responsible for the digital marketing initiatives encompassing social media, mobile, and other innovative solutions for the brand.

Media2win has won the social media digital business for the ethnic wear brand BIBA. Under the agreement, Media2win will be responsible for the digital marketing initiatives encompassing social media, mobile and other innovative solutions for BIBA.

The size of the business is pegged at 5 per cent of the total media spends. The size of the account is estimated at Rs 10-15 crore.

Talking about the win, Namrata Balwani, chief operating officer, Media2win, says that they are looking forward to becoming the digital voice of the apparel brand, and believe that the brand-centric approach of Media2win has helped the agency clinch the win.

"Our primary task is to build a digital community for BIBA. We have started this process with Facebook. It is at a basic level, but will grow soon," she adds.

Within a few weeks of launching an official presence on Facebook, the BIBA page has obtained 40,000 fans. To further increase engagement with fans, BIBA also plans to launch an innovative application and a contest in the coming weeks.

Balwani says that Media2win has several plans for BIBA for the upcoming festive season, but declines to divulge any details.

Speaking about using social media in the media mix, Siddharth Bindra, managing director, BIBA, says, "Digital is the new language -- that's where people are connecting, interacting and building relationships and loyalties. Facebook is a wonderful platform to find new customers and stay in touch with existing ones, and to promote new products and services. It is also the perfect customer feedback and service medium."

Recently, BIBA had assigned its media duties to Starcom Worldwide. The agency won the business through a media pitch that involved several other agencies including Maxus.