BIG Cinemas hands over DM and digital biz to iContract

iContract has won the direct marketing and digital duties of BIG Cinemas. iContract won the business post a pitch, that also saw participation from agencies such as RMG Connect, OgilvyOne and Wunderman, apart from iContract.

Speaking about the development, Pratap Pandit, head marketing, BIG Cinemas said, "BIG Cinemas is the largest cinema chain in India and we are growing at a strong pace. The challenge for us today is to create a uniform face of our brand across the physical (Cinemas) and digital space which establishes an emotional connect with the consumers. The knowledge, passion and the strategic thought that iContract shared during the pitch has enabled us to decide in appointing them as our digital marketing agency."

This is the first time that BIG Cinemas has assigned the account to one agency in its totality.

Commenting about the win, Nishad Ramachandran, vice president and head, iContract said, "BIG Cinemas was very clear about the fact that it wanted a direct marketing agency to handle even its digital duties. The company believes that a DM agency is in a better position to handle the digital mandate of a brand."

Added Anita Krishnan, vice president and head, iContract Mumbai, "The film industry changes every week and it is very important for the agency to keep up with these changes. We will build BIG Cinemas by building on the small things that matter and hence help in building the big brand that it is."

 

Pandit refused to reveal the size of the business.