Online higher education company, upGrad, has appointed Publicis Media’s Starcom India to handle its media duties.
Starcom won the Rs. 100 crore account in a multi-agency pitch. “The agency’s data-driven approach and performance-centered planning capabilities impressed us,” said upGrad’s co-founder, Mayank Kumar. It plans to spend around Rs. 175 crore across tradition al and digital media.
Rathi Gangappa, CEO, Starcom India, adds that upGrad is seeking an integrated approach to planning where all media is harnessed to grow short-term and long-term prospects; "this is especially true of television, where we displayed that it could be used as a sharp performance medium, delivering considerable and measurable RoI.”
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