Loop Mobile hands its social media duties to Indigo Consulting

The agency's mandate will be to use social media platforms such as Facebook and Twitter to create buzz around the brand's positioning as Mumbai's Nonstop Network.

Telecom brand Loop Mobile has handed over its social media duties to digital agency Indigo Consulting, which was recently acquired by Publicis Groupe and operates as a unit within the Leo Burnett Group.

Though no formal pitch was held for this account, Loop Mobile did meet a couple of agencies before zeroing in on Indigo Consulting. Indigo Consulting is also looking after the website design and maintenance. The brand plans to spend 10-12 per cent of its total marketing spend on the digital and mobile medium this year.

Confirming the news to afaqs!, Arif Ali, head, corporate affairs and PR, Loop Mobile, says, "With the growing opportunities that social media provides, we felt the necessity for an integrated approach to maximise our digital and mobile communication needs. We have had a fruitful relationship with Indigo Consulting and look forward to an exciting journey together in the digital space."

As part of the mandate, Indigo Consulting will exploit platforms such as Facebook and Twitter, along with other applications and new technology to help connect the online and offline activities of the brand. The agency will play a key role to create online buzz about Loop Mobile, positioning the brand as Mumbai's Nonstop Network, manage expectations effectively and build engagement.

Vikas Tandon, managing director, Indigo Consulting, says, "Social media, with its capabilities of creating engagement, conversations and activation, allows brands a perfect opportunity to connect with their customers. Keeping this in mind, our social media strategy shall create a unique brand experience for the Loop Mobile customer or non-user, while converging the brand's online and offline efforts."

Indigo Consulting will also look to leverage Facebook and Twitter as an extension of the brand's online customer service to update, communicate and enhance conversations with customers.

The incumbent on the business was Windchimes Communications.

For the record, Loop Mobile recently concluded a successful campaign in association with the IPL team, Mumbai Indians, which saw the release of a specialised app along with various other social media and mobile initiatives.