Zee Learn ropes in MediaVest Worldwide as media AoR

The development is the result of a multi-agency pitch that was initiated last month; the size of the account is estimated at Rs 20 crore.

Zee Learn, one of India's leading education companies, has handed over its media planning and buying duties to MediaVest Worldwide. The agency's Mumbai office will handle the account.

The development is the result of a multi-agency pitch that was initiated last month. The size of the account is estimated at Rs 20 crore.

Talking about the brief, Dinesh Rathore, vice-president, MediaVest Worldwide Mumbai, says, "Right now, Zee Learn is on an expansion mode. It was looking for an agency which could fulfil its consumer needs by chalking out an efficient media plan."

MediaVest Worldwide will be responsible for creating awareness about Zee Learn to reach out to its consumers through a slew of above the line (ATL) activities, mainly television.

In an official communiqué, Sumeet Mehta, chief executive officer, Zee Learn, says, "We were keen on partnering with a media company that understood our philosophy and audience. MediaVest's expertise, along with its solid insights and research, will help us achieve our objective."

Rathore adds, "Our deep understanding of human experience and consumer behaviour will help Zee Learn drive visibility and create awareness about the brand, and help consumers make a key decision regarding a child's education."

For the record, Zee Learn's purpose is to improve human capital through quality education and development, and help individuals realise their unique potential through its school network, school innovations, youth vocational institutes and online ventures.