Ogilvy Mumbai bags communication mandate for Robomate + in India

Ogilvy Mumbai has been awarded the mandate for Robomate+, an online education portal that provides interactive study material for students. It is India’s largest video platform for students helping them to prepare better for exams such as JEE, CA, CPT, CAT and board exams such as CBSE and ICSE.

Ogilvy Mumbai has been tasked with conceptualising the launch of Robomate+ and further sustaining the brand to drive usage across its many different consumer segments.

On the appointment, Chhaya Shastri, Director at MT educare, the parent company of Robomate+, said, “The task is to induce a new behaviour in the education category, for which a very deep understanding of consumer is key. Ogilvy’s understanding of India’s consumer is unmatched and it was amply demonstrated in the very first meeting. The team knew exactly how they want to position this brand, even before the brief was rolled out.  While there was a formal pitch and a couple of other agencies also had a discussion, Ogilvy’s solution really made this an easy choice, at the end.”

Speaking on the win, Abhik Santara, Senior Vice President, Ogilvy Mumbai, said, “The true insight and the brand solution came from going back a few years in our life and trying to feel the way we felt as students. Things that we looked for and things that we wished we could have access to in our study days, were the consideration points. Our interaction with Chhaya was very meaningful because of the little insights we gathered before. Chhaya’s enthusiasm and future plans for Robomate+ got us very excited to work on this brand immediately. We hope to break the campaign in early July.”