Indigo Consulting bags social duties from digital clients

Indigo Consulting announced on 17 December that it has won the social media mandates of existing digital clients Asian Paints and IDFC Mutual Fund, besides an upcoming initiative for The Economic Times.

The agency has been working with Asian Paints since 2007 across web, mobile and search. The social media duties were won after a multi-agency pitch.

Satish Kulkarni, GM - marketing, Asian Paints, said, “Our consumers are already discussing home décor very actively on social platforms. With a view to creating more conversational points and upping the involvement levels with our consumers through social media, we invited a select set of social media agencies to present their thoughts. We were also keen to ensure alignment of our plans with the new brand promise. Indigo Consulting had the relevant match of strategy based on the objectives along with a defined path and a corresponding approach to the measurement of social media value, in our context.”

The agency had worked on IDFC Mutual Funds’ website (www.idfcmf.com), based on which it has been roped in to handle the brand in the social space.

Rishi Kakar, director marketing, IDFC Mutual Fund, said, “We believe social media is a great platform to bring Mutual Funds in the everyday conversations of potential savers and investors. However, getting the language and context right is critical. Indigo Consulting was able to translate our brand philosophy of simplification very nicely for the social platforms. We look forward to driving increased awareness and behavioural change over time with Indigo Consulting.”

Indigo has also bagged social media duties for an upcoming initiative from The Economic Times, according to an agency release.

Vikas Tandon, MD, Indigo Consulting, added, “Indigo Consulting has been working on social media since 2010. Having worked with these brands before, it means a lot to us to now be entrusted with their social media mandates. Each of these brands presents a unique opportunity for us to push boundaries in terms of conversations and engagement on digital media. We are excited to work closely with them to provide a more wholesome brand experience for their respective target audiences.”