Columbus India bags digital mandate for LXME

Columbus India, the data-driven digital marketing agency from Dentsu Aegis Network, has been appointed as the digital AOR for LXME — the financial planning platform for women, powered by the Anand Rathi Group.

According to the mandate, Columbus India will service the digital requirements of LXME in the areas of paid media, search engine management, paid social, performance marketing, social media management, search engine optimisation, content creation and developing creatives for the brand.

The account was won following an elaborate pitch process and will be handled from the agency’s Mumbai Office.

Priti Rathi Gupta

Priti Rathi Gupta, Founder, LXME and MD & Promoter, Anand Rathi Group, said, “LXME is a unique proposition; it is a financial product tailored for a completely new target audience, which is women. While looking out for a media partner agency, we wanted someone who not only understood the data driven digital media space well but also consumer behaviour insights of our TG. Columbus India showed expertise in both domains with their past work and performance. We have approached work in a very collaborative style. Given LXME is a new business under the Anand Rathi Group, we have been very performance-centric with our media campaigns. Columbus India has some great minds at work that really understand our requirement and continuously aim to optimise results with their digital strategies across platforms.”

Nitin Sabharwal

Nitin Sabharwal, COO, Columbus India, said, “We believe that the entire product built by the LXME team can leverage the digital ecosystem in a more precise manner using the unique data-driven solutions from Columbus India.”

Deven Dharamdasani

Deven Dharamdasani, CEO, SVG Media, added, “LXME has a unique financial proposition that is targeted towards empowering women financially. We are extremely excited to be partnering with innovative and progressive brands like LXME.”

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