a multi-agency pitch, Contract has bagged the creative duties for Saregama India, the music and home entertainment company. Saregama's media mandate has been with Initiative since mid-2006. It is learnt that some six agencies, including Contract, made a pitch for the account.
The size of the business is estimated to be Rs 10-12 crore. A source close to the development says, "Contract was given the business on the basis of its strategy and understanding of the target group." Contract is also believed to have displayed in-depth knowledge of the changing music consumption trends in India, chief of which is that music has become mobile as a result of emerging innovations such as iPods and MP3 players.
The pitch process was supervised by Spatial Access Solutions, which is run by Meenakshi Madhvani.
The media mix is likely to include mass media (television, press, radio and outdoor) as well as BTL (Internet advertising, sponsorship of music events and PoP material). For the record, Saregama India has been around for more than a hundred years and provides home videos in addition to film music, devotional music, 'ghazals', classical music, IndiPop, world music, remixes and Bhangra.
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