Lodestar UM, a media agency of the IPG Mediabrands India network, has secured the media mandate for Protean eGov Technologies through a multi-agency pitch.
Protean (previously NSDL e-Gov) is a player in Digital Public Infrastructure, RegTech and Open Networks.
The agency’s mandate for Protean spans the media spectrum across mainline, digital, out of home and special projects. Lodestar UM’s expertise in crafting differentiated media strategies played a pivotal role in winning this mandate, informed an agency statement.
Protean was incepted 28 years ago with the vision of building population-scale eGovernance technology that improves ease of doing business, promotes financial and social inclusion and ease of living for its citizens.
The company has played a pivotal role in tax infrastructure modernisation (PAN Cards, TIN), establishing pension infrastructure, digital IDs, building new age open digital ecosystems (ODEs) across sectors from digital commerce (ONDC), mobility to healthcare, agriculture, education and skilling, the statement added.
Aditi Mishra, CEO, Lodestar UM, said, “We are thrilled to embark on this new partnership with Protean, a company that has been driving positive change through innovative technology solutions for years. Our team is committed to maximising their brand presence and communicating their impactful contributions to Indian society.”
Suresh Sethi, Managing Director and CEO, Protean eGov Technologies, stated, “We are delighted to join hands with Lodestar UM at a time when we are transforming and embarking on a journey to empower the next billion through new technologies. On our mission of financial and social inclusivity, I am sure this partnership will help our message reach the last-mile, inculcate behaviour change and accelerate adoption of new technology as we continue to build the foundational digital infrastructure for India and the world.”
Gaurav Ramdev, Chief Marketing Officer, Protean eGov Technologies, added, “Our partnership with Lodestar UM comes at a pivotal moment when we at Protean, are ushering in the new and actively driving digital transformation across various sectors. We look forward to their partnership and experience to build disruptive media strategies that will help us to reach out to a billion and deliver powerful consumer and customer experiences.”
Laya Menon, EVP & Business Head, Lodestar UM, said, “We are delighted and humbled at the opportunity to partner with Protean and its cutting-edge stack of tech solutions. Their significant role in underpinning India’s digital growth story for the last many years is commendable. We eagerly look forward to collaborating closely with Protean and contributing to their continued success in driving positive change through innovative technology solutions.”
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