a multi-agency pitch held in September, Enterprise Nexus, Mumbai, has bagged the corporate branding duties for Entertainment Network India (ENIL), a Times Group company which owns FM channel Radio Mirchi, Times Out of Home (OOH) Media and the events division, 360 degrees.
The other agencies in the fray were Contract, Ambience Publicis, David, Leo Burnett and McCann-Erickson.
The size of the business could not be ascertained.
The media duties remain with Madison Media, while McCann-Erickson will continue to handle Radio Mirchi.
A.P. Parigi, managing director and CEO, Entertainment Network India, says, "While our brands such as Radio Mirchi and Times OOH Media have gained popularity in the market, people are not very familiar with the holding company, ENIL. We felt it was time to give ENIL a corporate identity and, therefore, invited agencies which had done good work on corporate branding in the past. We were particularly impressed with the fresh and insightful work that Enterprise Nexus has done for The Times of India and Indian Airlines, and that is how this association happened."
Anil Sanjivan, executive director, Enterprise Nexus, Mumbai, adds, "Two factors worked in our favour. First, the client appreciated the strategic input that we put into our businesses. In addition, we were quite confident about our experience in corporate branding, as we have worked on some major brands in the past."
The media mix for the corporate campaign will primarily include television, print and radio, followed by below-the-line activities.
For the record, Entertainment Network India has nine FM licences, which is the largest in India. It is also the only company to have licences for all four metros.
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