O&M snatches Sify account from JWT and Mudra

NEW DELHI: Strengthening its presence in the information technology sector, Ogilvy & Mather India has won the creative business of India’s leading network and e-commerce services company, Sify Limited. The account has been won by the Chennai office of O&M.

The size of the account is estimated to be over Rs30 million.

Confirming the win, Abraham Alapatt, account director, O&M, said, “Yes, we will be working on the Sify account. We won the account due to a lot of passion, a good understanding of the market realities within which Sify operates, sound strategy and clutter breaking creative.”

On the brief from the client, he said, “The one common need across brands/divisions of Sify, was to position Sify as the clear leader in Internet-related services across their divisions: access (cafes/home/corporate), content, commerce and Enterprise Solutions.”

The account was previously jointly handled by JWT India and Mudra Communications (in Chennai), according to Abraham. The media business of Sify will be coordinated by Optimum Media Solutions Bangalore and Chennai offices.

O&M has created a print campaign for Sify’s enterprise solutions. “We have developed a print campaign targeting the chief executives of corporate offices all over the country. The advertisement is about internet protocol virtual private system, enabling the people to be networked all the time. This has been released in the financial dailies such as the Economic Times and the Hindu Business Line and leading magazines,” said Abraham. The agency has also send direct mailers to the target audience for the same.

“We (O&M) work with other leading companies such as IBM and SAP. I have also worked with internet technology company and the experience helps in understanding the business in a better way,” added Abraham.

Sify, the Nasdaq-listed company, had changed its name from Satyam Infoway Limited earlier this year

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