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Sulekha chooses Interactions for media buying + A General Review
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Following a closely contested pitch, Lintas Media Services’ agency, Interactions, has bagged the media planning and buying duties for Sulekha.com reports AgencyFaqs.
The next line in the release says - the online community that offers classifieds, yellow pages and social networking services for Indians worldwide.
What does Sulekha really stand for?
Su-lekha – means beautiful writing.
What started of as a Writing / Blogging platform today is a mix of too many things.
What are they really all about?
Connecting Indians Worldwide?
So are they catering to a predominantly NRI audience.
This might actually be true to a great extent.
The Left hand panel on their homepage has 6 Indian cities and 16 US/Canada cities! A few months back the US cities were actually displayed above the Indian ones!
Sulekha managed to raise a $10 million investment from Norwest Venture Partners (NVP) last November. I wish they would invest a tiny fraction of the money into web design and UI and get their site show up properly on the Firefox Browser. Boxes do not appear properly aligned.
Sulekha have a powerful offering both in Classifieds as well as Local Search (Yellow Pages), but since the site is basically an amalgamation of too many Social Media and Social Networking services…the value of these independent services are not reaching the end audience.
Only hardcore Sulekha addicts would be using all the different services on offing on regular basis. Those days are gone when you could get a user and offer him everything at a single destination. The modern net user will use YouTube for videos and Flickr for Photos because he knows they are the leaders in their respective sectors. There are a host of sites providing both video and picture sharing at one destination but none would be able to compete with the likes of these two.
Similarly if I wanted to start a blog – I would start it on a dedicated Blogging platform, where I know people come for the main purpose of Blogging and not for browsing through Classifieds and Searching for restaurants.
Blogging within Social Networking Sites hasn’t caught up either, with MySpace being the only exception.
The over-all strategy being employed by them needs to be altered too…
The Yellow Page tie up with Reliance Mobile seems to be a nice move but I don’t see them promoting this service enough.
Heavy competition is brewing in the Local Search as well as Social Networking space in India and with their current model – Sulekha might not come out Tops in individual categories.
Sulekha.com hired JWT as its creative agency sometime back and now with Interactions handling media buying duties – I hope to see some interesting campaigns soon.
‘Viral marketing and mobile campaigns will be a part of that effort,’ said B Sridhar, director, global brand and marketing, Sulekha.com. Well with Ad Spends to be around Rs 10 crore, it would be nice to see how much goes into sensible and rewarding marketing initiatives.
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