Starcom wins Dabur SEO assignment

The mandate involves building engagement for eight of Dabur's online brands which includes Mybeautynaturally.com, Livveda.com, Daburdentalcare.com, Daburhoney.com, Realfruitpower.com and Realactiv.com

BestMediaInfo Bureau | Delhi | July 27, 2016

Publicis Media agency, Starcom, has won the SEO (search engine optimization) digital mandate of one of India's largest and longest running fast moving consumer goods companies, Dabur India.

The mandate will include building engagement and visibility for as many as eight of Dabur online brands which includes Mybeautynaturally.com, Livveda.com, Daburdentalcare.com, Daburhoney.com, Realfruitpower.com and Realactiv.com.

The mandate previously lay with a clutch of separate companies and the FMCG major has now consolidated this business with Starcom. Publicis Media's digital practice Performics. Convonix (formerly known as SMG Convonix) will power all the work on this business.

Dabur has reigned for over 132 years in India and built a legacy of quality and trust.  It has revenues of over Rs 8,400 crore and market capitalization of over $5 billion. Its FMCG portfolio includes five flagship brands with distinct brand identities. The company has a wide distribution network, covering over 5.3 million retail outlets with a high penetration in both urban and rural markets. It is a world leader in Ayurveda with a portfolio of over 250 Herbal/Ayurvedic products.

There is a bold vision unleashed for Publicis Media globally, crafted by its Global CEO Steve King.   The vision involves a reconfiguration of thinking, approach and operations, more suited to the needs of the jet speed digital communications age. Client value and satisfaction is at the cornerstone of this great change, and Trust, Talent and Transformation are the key tenets for Publicis Media.

Mallikarjun Das

Mallikarjun Das, Group CEO, Starcom, said that the digital medium has the power to transform lives and businesses. There is great delight in discovery, which leads to immersive consumer experiences and thereby sales. “I think that the days of hard-selling are over. Today, it is more about visibility, conversation and engagement which the digital medium offers by way of transformative experiences. Most packaged goods companies are only just realising the power of digital and very few have distinct and marque online properties. Dabur India stands out in this regard. We will build for them a cohesive strategy on search, so that so that consumers can discover useful products and access thumb-stopping content, enforcing positive change in their lives,” said Malli.

Performics. Convonix is a key part of the group's growth story in India with a 2015 new business roster of Etihad, Jet Airways, Coverfox, Citi, Visa, Oppo, Nestaway and Bla Bla Cars in India and clients like Air Asia across the region.

Rohit Prakash Gupta, Head – Marketing Services, Dabur India, said, “In this hyper competitive FMCG industry, the need and relevance of SEO has grown manifold as consumer are consuming more and more internet to find solutions for their daily living. Earlier our SEO mandate was fragmented with respective digital agencies and we realised a specialist is needed to provide greater consumer experience. This step adds more value to the entire process of optimizing webpages in a sense that now we try to optimize pages to get more relevant traffic. Also, with Starcom as a media partner and Convonix as SEO partner, we expect greater synergies in our offline and online communication.”

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