Capital wins creative mandate for India Today's newspaper

By , agencyfaqs!, New Delhi | In Advertising | October 22, 2007
Capital won the business following a multi-agency pitch, which also involved SSC&B Lintas and Rediffusion DY&R

Early & #BANNER1 & # this year, Associated Newspapers (ANL), the publishers of the 'Daily Mail', UK, announced a tie-up with the magazine publisher, India Today Group, to launch mainline newspapers in India. The creative duties for the venture have been awarded to Capital Advertising.

Sunil Sachdeva
Sunil Sachdeva, director, Capital Advertising, confirmed the news to agencyfaqs!. Suresh Balakrishnan, COO for the new venture, reveals, "The brand name and logo for the brand have been decided. The creative agency's duty would be to steer the communication for the brand here on."

Capital won the business following a multi-agency pitch. Apart from Capital, the pitch process involved two other agencies, SSC&B Lintas and Rediffusion DY&R.

The pitch was divided into two phases. For the first phase, which involved the three agencies, the agencies were required to submit a creative and strategy presentation, on whether there was place for a third newspaper in the market with two leaders already fighting neck to neck, as also some fictitious information to check the skill of the agencies on brand positioning and design. Capital and SSC&B Lintas made it to the second round, and were asked to submit creative and strategy presentations, but this time, with more information on the venture that the agencies could utilise for their presentations.

Tracking readership patterns in the country, newspaper companies see that as the audience gets younger, patterns will gradually incline towards those that can be seen already in developed markets. Keeping that in mind, the India Today Group is eyeing smaller metros and Tier II cities, and is looking at a compact, tabloid offering in the space that is currently occupied by 'Metro Now' (a joint venture between 'The Times of India' and 'Hindustan Times') in Delhi, and 'Mumbai Mirror' (from 'The Times of India' stable) in Mumbai. This morning tabloid will be launched first in Delhi and then gradually taken to other cities across the country.

The venture will be floated as a separate company altogether. Balakrishnan refused to divulge either the brand name or the date of the launch.

For the record, Grey handles the creative duties for the group's flagship brand, 'India Today', for the English and five language editions of the magazine. Euro RSCG handles the creative duties for 'Business Today' and 'Golf Digest'.

Apart from magazines such as 'India Today' (which also has a nationwide presence with other editions) and 'Business Today', Living Media publishes international titles such as 'Cosmopolitan', 'Reader's Digest', 'Men's Health', 'Good Housekeeping', 'Scientific American', 'Prevention' and 'Harvard Business Review' in India. The group is also present in the television space with TV Today.

The 'Daily Mail' is the UK's largest tabloid, firmly aimed at a middle class audience, with a circulation of 2 million copies on weekdays and 3 million copies on Saturdays. Its parent, the Daily Mail General Trust - which is listed on the London Stock Exchange - also publishes 'The Mail on Sunday', 'Evening Standard', 'Metro', 'London Lite' and 'Loot'.

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