MUMBAI: Bollywood production and distribution company, The Factory, today announced Starcom Digital as its agency of record for all online and offline interactive media.

With immediate effect the agency will look after planning, negotiation and evaluation of The Factory's digital initiatives. The assignment also includes development of online communities and launch of future titles of The Factory.

The Factory is the new name for the merged entity between producer-director Ramgopal Varma's Varma Corp. and K Sera Sera.

"We believe the digital medium has not been properly leveraged by the movie business. We liked the vision Starcom presented to us. We hope that working together, we can do some ground breaking stuff," Varma was quoted in an official release as saying.

"This is like a dream come true for us. Varma Corp is known to be amongst the best in their business and we are really looking forward to working with them. This assignment comes to us at a very significant stage, since we are on the verge of relaunching our product offering with a new vision and new scope," Pranay Anthwal, group head, Starcom Digital, was quoted in the same release as saying.

"For The Factory, we intend using the entire gamut of digital vehicles, from internet to offline media like screensavers and other desktop applications to mobile media such as mobile phones and PDAs. The opportunities are literally limitless," Anthwal said.