SET India zeroes in on Leo Burnett, Euro RSCG

By , agencyfaqs! | In Advertising | July 24, 2006
The size of the business, as reported earlier by agencyfaqs!, is more than Rs 40 crore

SET India, which

had called for a pitch across its bouquet of channels a while ago, has finally decided on its creative agencies. Euro RSCG, which was earlier handling SET Max and SAB, has been retained to handle those two brands. In addition, Leo Burnett will handle the creative duties for the main channel, Sony Entertainment Television (SET), and for SET Pix.

The other agencies in the fray were JWT and McCann-Erickson.

The size of the business, as reported earlier by agencyfaqs!, is estimated to be more than Rs 40 crore.

As also reported earlier by agencyfaqs!, SET India had called for a creative pitch in June 2006 because its bouquet of channels was expanding; from two channels (Sony Entertainment Television and SET Max), the company went on to acquire the brand, SAB, in 2005 and launch its English movie channel, SET Pix, in April 2006. "Therefore, the natural thing to do was to review the creative duties for our entire portfolio," Albert Almeida, executive vice-president and business head, SET Max, had told agencyfaqs! last month.

Euro RSCG has done some visible work for Max (including the much talked about 'Deewana Bana De' campaigns) and it has played a key role in SAB's new avatar. Leo Burnett, on the other hand, is a new agency on SET India's roster.

Arvind Sharma, managing director, Leo Burnett, says, "Media businesses are very different from regular ones. Here is a product that is re-created every day. Every media company wants a partner that truly recognises this uniqueness. SET India found that understanding in us."

NP Singh, COO, SET India, remarks, "Owing to the dynamic and challenging television environment and our network's aggressive growth plans, we were looking to strengthen our creative resources. Leo Burnett and Euro RSCG, with their pool of creative resources and energy, will help us grow our creative leadership."

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