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IES to handle social media initiatives of Motul lubricants

The win marks the Madison arm’s entry into the digital space. It will roll out the campaign in two phases

Neha Saraiya | Delhi | October 20, 2011

Integrated Experiential Solutions (IES), the integrated experiential arm of Madison World, has added Motul, a global French lubricant brand, to its kitty. The agency will handle social media initiatives for the brand, simultaneously extending the company’s scope on the digital platform.

The first phase of the campaign will aim at increasing the fan base and product awareness through a social media page. As part of the activity, IES will build a community of “Performance and Passionate” motorists through engagement on Facebook.

The second phase of the campaign will be a consolidation phase wherein the fans will be engaged through content creation and discussions on the brand’s performance in the two-wheeler and car segment.

Commenting on the brand’s thrust on social media, Srinivas Hebbar, Marketing Manager, Motul India, said, “We are looking at social media in terms of creating a community for our consumers, to create a platform for conversation, to be responsive on their changing needs, to ensure the convenience is addressed in terms of availability of the product.”

Saumen Roy, Deputy General Manager, IES, said, “Motulis is our first win in the social media platform and it is an extremely proud moment for the team. Building brand awareness, content creation and engagement for Facebook users involves a lot of research and relevant data compilation. Our main task is to engage the users in a manner that induces repeat views of the page and to keep themselves updated on Motul. The plan is to take this interaction on-ground to create a Motul community of passionate motorists. It’s an opportunity for us to create our mark in the digital space as the scope of work extends beyond activations and events.”

Earlier, IES has worked on clients like Airtel, Asian Paints, Bharti Axa Life Insurance, Birla Sun Life Insurance, Cadbury, Marico and Max New York Life, among others.

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