Mercedes-Benz moves its digital business to R K Swamy BBDO Interactive

Digital spends to increase by over 100 per cent.

Auto major Mercedes-Benz India has decided to shift its digital mandate to R K Swamy BBDO Interactive, the interactive solutions division of R K Swamy BBDO. The agency will handle the digital and social media business for this account, henceforth.

The incumbent on the account is GroupM's digital agency MEC: Interaction. The development is the result of a closely contested, multi-agency pitch that was conducted in Pune recently.

The brand is all set to up its spend by about 100 per cent on the digital space, particularly on the social media front. Mercedes-Benz India has been active on the digital medium over the last two years and with this development, the brand's online efforts will be further enhanced during the course of this year.

Currently, R K Swamy BBDO handles the mainline creative mandate for Mercedes-Benz India.

While MEC will continue to handle the mainstream media planning and buying duties for the account, R K Swamy Interactive will look after the digital media buying duties.

Commenting on the development, Debashis Mitra, director, sales and marketing, Mercedes-Benz, says, "We were looking for a partner with in-depth understanding of the luxury automotive space and one who has the ability to steer the brand online by engaging with our target group in a meaningful manner. R K Swamy BBDO Interactive strategically fits the bill as it understands our brand by virtue of handling our creative business. It has a young and passionate team and our expectations from it are high."

Addressing the acquisition, Neeraj Sangani, senior partner, R K Swamy BBDO Interactive, says, "Brands need to have a vision and a purpose in the online space. We are glad that the Mercedes-Benz team and we think alike. There is a lot of 'noise' around the medium but brands that will listen and engage will win in the long run. We have clearly articulated a plan to achieve our objectives."

R K Swamy BBDO Interactive offers comprehensive digital solutions including web design, iMedia planning and buying, social media, mobile and iPad apps. The group works for more than 30 leading companies in the online space in India and the USA.