| Speaking on the occasion World Gold Council MD Indian
Subcontinent Sanjeev Agarwal said, "Tracking the effectiveness
of advertising on off-take has always been a challenge, and if the
advertising is for a category like gold, the task becomes even more
difficult. In Starcom we found an agency that understood the client’s
predicament and is able to innovatively build this into the Media
Plans. On the buying side too we noticed that Starcom team kept an
eye on every detail, in order to make sure that the advertising is
more effective on the ground. We are looking forward to their passion
bringing value addition to our business."
Starcom India general manager investment and new initiatives Manish
Porwal said, "This was a very interesting pitch for us. In
addition to addressing the brief in terms of planning and buying,
we took business-building ideas that were implementation ready.
We worked very closely with a handful of media owners to develop
strong brand ideas using our learning from Passion Group Marketing,
our proprietary framework."
"We are delighted to handle a brand that stands for its category
and where its not about shouting loud but about generating lasting
impressions and great word of mouth. We are fast learning how different
it would be vis-à-vis handling an FMCG or a durable brand.
The whole team is looking forward to adding value to their work,"
Porwal added.
World Gold Council is formed and funded by the world’s leading
gold mining companies with production in 22 countries around the
globe. India, incidentally, is the largest Gold consuming nation
in the World and consumes around 800 tonnes of Gold each year, which
falls just short of a quarter of the entire World’s consumption.
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