Spiider Digital Hub to handle digital and social media duties of Elica

The win for the agency follows a multi-agency pitch held in Pune. The agency's mandate includes building a strong brand presence for Elica, which is making a foray into India.

Spiider Digital Hub, the digital arm of the Concept Group, has won the digital and social media mandate for the Indian wing of Elica, the Italian kitchen appliance company. Elica is set to make its foray into the Indian markets.

The win for the digital agency comes after a multi-agency pitch held during February and March in Pune. The pitch saw five other agencies taking part. According to industry estimates, the brand plans to spend 25-30 per cent of its total marketing spend for the current fiscal year on the medium.

Pralhad Bhutada, CEO, Elica India, says, "Elica is being launched digitally with a view to increase its online presence and to solidify its position as India's only première kitchen hoods company."

The agency's mandate includes creating the digital presence of the brand in India. For the purpose, it plans to extensively use social media platforms such as Facebook and Twitter to generate conversations about Elica.

Kushal Sanghvi, managing director, Spiider Digital Hub, says, "The brand is currently using a mix of print and BTL (below-the -line) for driving its presence in India. Digital will constitute a significant part of the marketing mix. We hope for a long term association with the brand and will strive to take it into newer dimensions in the online sphere."

For the record, Spiider Digital Hub is the new avatar of Concept Digital, which offered digital media services ranging from creative strategy, media planning and buying to social media marketing, and also served digital media requirements of Scarecrow and Eleven.

Spiider additionally has a product mix that includes developing digital services, specialist ORM, SEO and online strategy planning, and brand engagement techniques.