After a multi-agency pitch initiated by SBI Mutual Fund, the media duties of SBI MF have been given over to Allied Media. Allied Media is the media planning, evaluation and buying agency of Percept Limited (which handles the creative duties of SBI MF). The account is estimated to be worth Rs. 30 crores.

The media duties for SBI have already commenced from January 1, 2010 and has been confirmed as Agency On Record across print, TV and radio.

Commenting on the win, PM Balakrishna, Vice President, Allied Media, said, “SBI Mutual Fund is a brand leader and clearly the largest mutual fund house in the country. They are veterans at consistently delivering value to their customers, and our objective is to add value by creating and delivering a wholesome 360-degree media solution to reach their wide base of customers. Our past experience, innovative media marketing proprietary tools and the support of the Percept Media’s inherent capabilities and strengths will enable us to provide a holistic media strategy for the brand, which will be effective and efficient.”

Allied Media won the account over other contenders which included Lintas, GroupM, Motivator and Lodestar.