JustDial India's local search engine will Spend Rs 100 Crore on Brand Advertising / Marketing over the next 12 months. The
company has delayed this campaign several times primarily as it wanted to fine-tune its product before advertising it to users. The company now believes that its app with integrated service and product offerings is now in place, and hence can start with the advertising campaign.
The purpose of the campaign would be to reinforce Just Dial's brand among users, and to make them aware of the integrated nature of the app.
The ~7% yoy decline in realizations in the core business was attributed to several factors: (1) a change in mix in favor of smaller cities, which led to addition of lower paying customers, (2) down trading by top tier customers who were earlier paying higher package costs to lower price points (listings outside the top-3 positions), and (3) lower prices fetched by popular keywords.
