Ibibo appoints Alliance Advertising as its media AoR

The business was earlier handled by ZenithOptimedia.

Ibibo has appointed Alliance Advertising as its media agency of record. As part of the mandate, the agency will manage media duties for all verticals of Ibibo.

Ibibo, founded in 2006-07, is an internet and mobile products company with focus on social gaming and e-commerce platforms. The company is jointly owned by South Africa's Naspers and China's internet company Tencent.

The company's flagship brand is the gaming network, ibibo.com.

Last year, the company launched its online travel portal, goibibo.com. Recently, it also launched a shopping portal, tradus.in. It is also present in the jobs classifieds business with bixee.com.

Commenting on the new win, Arshad Nizam, director, Alliance Advertising feels that dotcom companies are the future of consumerism, and hence, it's important to have an edge on the business model. "Ibibo will be a great client to work with since it has various verticals and a clear plan of being the undisputed leader in each one of them," he says.

Sanjay Bhasin, president, Ibibo, says, "Alliance can bring in the creative thought in media planning required for engagement. We needed a partner on board who would be involved with the brand and think beyond regular campaigns."

He is of the opinion that in the current scenario, where there is a lot of fragmentation and clutter, it is important to think of engagement ideas and innovative ways to connect with the audience.

The total value of the business remains undisclosed. An aggressive campaign for goibibo.com has been launched with an association in the India-England cricket series. A similar association is also planned for the upcoming India-West Indies series.