Starcom wins Dabur's digital mandate

The SEO duties will include building engagement and visibility for as many as eight of Dabur's online brands.

Dabur India has awarded its Search Engine Optimisation (SEO) duties to Publicis Media agency, Starcom.

The mandate will include building engagement and visibility for as many as eight of Dabur online brands, which includes mybeautynaturally.com, livveda.com, daburdentalcare.com, daburhoney.com, realfruitpower.com and realactiv.com. The mandate was previously managed by separate companies. However, the FMCG major has now consolidated this business with Starcom.

Publicis Media's digital practice Performics.Convonix - formerly known as Starcom Mediavest Group (SMG) Convonix - will power all the work on this business. Speaking about the win Mallikarjun Das, Group CEO, Starcom, says, "I think that the days of hardselling are over, and today, it is more about visibility, conversation and engagement which the digital medium offers, by way of transformative experiences. Most packaged goods companies are only just realising the power of digital and very few have distinct and marquee online properties. Dabur India stands out in this regard." He goes on to add, "We will build for them a cohesive strategy on search, so that consumers can discover useful products and access thumb-stopping content, enforcing positive change in their lives."

Performics.Convonix is a key part of the group's growth story in India with a 2015 new business roster of Etihad Airways, Coverfox, Citi, Jet Airways, Visa, Oppo, Nestaway and Bla Bla Cars in India and clients such as Air Asia across the region. According to Rohit Prakash Gupta, head - marketing services, Dabur India Ltd, in this hyper competitive FMCG industry, the need and relevance of SEO has grown manifold as consumers are consuming more and more internet to find solutions for their daily living.

"Earlier our SEO mandate was fragmented with respective digital agencies and we realised that a specialist is needed to provide greater consumer experience. This step adds more value to the entire process of optimising webpages in a sense that now we try to optimise pages to get more relevant traffic. Also, with Starcom as a media partner and Convonix as a SEO partner, we expect greater synergies in our off-line and on-line communications," he says.