Proximity wins digital duties for 7UP

The digital arm of BBDO Worldwide, over the last couple of months, has also added clients like Nissan, Visa and Doublemint to its portfolio

BestMediaInfo Bureau | Delhi | December 13, 2011





PepsiCo India has appointed Proximity India as the digital creative agency for its 7UP brand. Proximity will handle all digital initiatives including social media.

Proximity India is the youngest agency of Proximity Worldwide, and is globally aligned to BBDO Worldwide. Proximity offers communication experts with skills across the full range of relationship, digital and direct marketing services. The agency is focused on providing solutions and initiatives that are designed to change individual consumer behaviour by creating “acts, not ads”.

Commenting on appointing Proximity, Ruchira Jaitley, EVP- Marketing, PepsiCo India, said, “Proximity India is a part of the PepsiCo agency team. Proximity has done work award winning work with PepsiCo in the past and we were delighted with the strong creative work and strategic thinking demonstrated by Proximity. It is among the most awarded digital agencies globally, and we look forward to being able to draw upon their international networks for learnings from across the world.”

Commenting on the win, Ajai Jhala, CEO, BBDO/Proximity, said, “­­­­­­­­­­­­­­­­­­7UP is BBDO's founding brand and winning the digital account in Proximity's first year of operations makes it that much more special. We are really excited about this win and are looking forward to delivering truly interactive digital ideas.”

Ranjeev Vij, VP & Head, Proximity India, added, "We can't be more thrilled than working on this iconic brand and look forward to collaborate on big ideas and amplify them in everything that is digital today.”

Proximity India has offices in Mumbai and Delhi and has worked on campaigns like Aviva Life Insurance for its 'Great Wall of Education' initiative. This initiative has helped collect over two million books for underprivileged children and the brand managed to get over 1.5 lakh fans on Facebook. BBDO/Proximity has won many accolades and awards for this campaign including the recent one at Asia Digital Media Awards 2011.

Proximity also manages digital work for Nicorette for which they launched a social application to support smokers quit on Facebook and have managed to get over 1.25 lakh fans on Nicorette India fan page within a span of four months.

Apart from 7UP, over the last couple of months Proximity has added clients like Nissan, Visa and Doublemint to its portfolio.

Early next year, Proximity will launch its proprietary Digital Lab Initiative in India, which is a multi-faceted programme designed to drive digital thought leadership and to provide a significant added value service to its clients.

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