multi-agency pitch, Lowe has bagged the creative duties for HT Music and Entertainment Co. Ltd. The size of the business is estimated to be less than Rs 25 crore.
The company, which was set up under the flagship brand, HT Media, is ready to launch its first business, a radio channel. Virgin Radio is its technical partner for the channel.
HT Music and Entertainment Co. Ltd has won bids in the second phase of FM expansion in the four metros of Delhi, Mumbai, Bangalore and Kolkata. Rashmi Berry, EV-P, HT Music and Entertainment Co. Ltd, says, "At the moment, Lowe will look into the creative duties for the radio stations at Delhi, Mumbai and Bangalore."
The pitch was called in March 2006. The brief that was given to the agencies simply talked of the client's need to launch a new radio channel in a competitive market like India. Berry says that it was a deliberate attempt on their side to hold back details on the strategy that they desired because they wanted to judge the agencies, not simply on their creative capabilities, but also their strategic abilities.
She discloses, "We were not simply looking for a creative partner, but for an agency that would give us inputs on building a better brand in this era of cut-throat competition."
"To put it concisely, Lowe was thorough in its research and approach towards what was expected of it," she adds.
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