has bagged the creative duties for the corporate entertainment business for three upcoming Hindi films. Each film had a separate pitch, each of which involved three-four agencies, the names of which could not be ascertained.
These films are 'Hat Trick', directed by Milind Luthria, 'Rock Star', directed by Imtiaz Ali, and 'Goal', directed by Vivek Agnihotri. Marching Ants will provide the entire creative look and feel to these films by advertising for an undisclosed fee. The films are owned by UTV Software Communications, which is also their presenter and producer. The media buying and planning for the films will be done in-house.
Commenting on the win, Dhritish Ghoshal, director, business and marketing, Marching Ants, says, "Marching Ants is known for its insights in entertainment advertising. We treated this pitch like any other advertising pitch and followed a process of research, marketing and creative presentation. Eventually, we were able to marry the strategic part with creative ideas that worked really well for all three movies."
Siddharth Roy Kapur, senior vice-president, marketing and communications, UTV, says, "Marching Ants was able to capture the vision of the director and producer very well in its presentations. Apart from strategic insights, we felt a comfort level with what they had demonstrated."
Each film will have an idiosyncratic media mix as per its theme. 'Hat Trick', which is slated for a pre-Cricket World Cup release in early 2007, has an underlying connect with the game because of which its advertising will be centred on cricket. 'Rock Star' will involve some innovative music campaigns. 'Goal', which is a sports film, will have various forms of connect with sports.
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