MUMBAI: Smaaash, sports-based entertainment centre in Mumbai, has awarded its digital duties to FoxyMoron.

The agency has already started working on the account. It has used its digital, social media, and creative capabilities to offer a highly interactive and engaging Facebook page.

FoxyMoron Online Strategist Harshil Karia said, “Our focus is not just online but one that bridges online and offline. We‘re working with Burrp to drive focussed footfalls, we‘re working with Snapdeal to get trials going, we‘re working with colleges to get fests to partner with SMAAASH to have their events at the venue and cross promote them online. Its going beyond the traditional digital agency role which is exciting."

“For us, digital is the center of integrating our marketing communications. Its the driver of purpose and the connect between our above the line and below the line activity. We‘re happy associating with FoxyMoron because they bring the expertise of digital and the flexibility to go beyond digital to help us meet our business needs,” Smaaash director Abhishek Jhaveri added.

Smaaash is currently in the process of integrating digital and social into everything they do. According to the agency, digital isn‘t just a marketing medium, it’s keyed into Smaaash‘s processes. Every time one plays he will find his photos and achievement videos online.

“The single minded strategy for Smaaash is about converting every physical interaction into a digital amplification. The investment thus is more in terms of time than actual spends. 15 per cent of marketing spends are currently allocated to the digital medium,” the agency said.