MEC added that its mandate is to impactfully increase the awareness of the brand in India.
The upstart, three-year old online purchasing site solely offered books on its launch, but has gradually expanded its suite of products to include music, movies, games and mobile phones. Its website describes itself as an exciting new way of buying online in India, and admits while the idea is hardly new in the internet age, the firm has put the business model on ‘steroids’ by offering low prices, free shipping and an intuitive interface to aid its customers in search of their favourite products.
Sachin Bansal, CEO of FlipKart, explained that the company as a start-up brand/ service has been built entirely by word of mouth and its service has been the driver behind people recommending the firm to others. However, with this move from a ‘buzz culture’ to a mass media campaign, Bansal acknowledged the big shift and sought an agency that understood the nuances.
“MEC with its track record and all-around capabilities is the right partner for our business needs. Given the challenges we face in reaching our prospects, we needed a partner who can also offer unconventional and media neutral customer engagement solutions,” he said.
MEC managing partner Manjiri Kamat is enthused about the win, disclosing that FlipKart is looking to embark on aggressive growth plans for 2011. He looks forward to adding value to the business through its unique active engagement approach which requires the firm to consider reach and engagement, the client’s reputation, and the key transactions clients require in order to achieve their business goals.