Ogilvy & Mather has been awarded the communication mandate for Robomate+ post a multi-agency pitch. The agency's Mumbai office will handle the business.
Robomate+ is an education portal that provides interactive study material for students. The online video platform will help students prepare for exams like JEE, CA, CPT, CAT and the CBSE and ICSE board exams.
The agency's mandate starts with the launch of Robomate+. A campaign is expected to break in early July.
Dr Chhaya Shastri, director, MT Educare, the parent company of Robomate+, said, "The task is to induce a new behaviour in the education category, for which a very deep understanding of consumer is key. Ogilvy’s understanding of India’s consumer is unmatched and it was amply demonstrated in the very first meeting. The team knew exactly how they want to position this brand, even before the brief was rolled out. While there was a formal pitch and a couple of other agencies also had a discussion, Ogilvy’s solution really made this an easy choice, at the end."
Abhik Santara, senior vice president, Ogilvy Mumbai, said, "The true insight and the brand solution came from going back a few years in our life and trying to feel the way we felt as students. Things that we looked for and things that we wished we could have access to in our study days, were the consideration points. Our interaction with Chhaya was very meaningful because of the little insights we gathered before. Chhaya’s enthusiasm and future plans for Robomaate+ got us very excited to work on this brand immediately."