Edge (TME) has bagged the media duties for the Delhi based Triveni Media, which is about to launch a set of national and regional news channels.
The company had called for a multi-agency pitch some time ago and shortlisted three agencies, Mudra Max, MediaPros and TME.
Rahul Kulshrestha, chief executive officer, Triveni Media, says, "The agency showed enthusiasm and a very positive approach during the pitch process without getting into whether they would get the business. Besides, we were impressed by TME's prestigious client list and its servicing skills."
Anupriya Acharya, president, TME, says, "The key challenge for my team was to find a differentiating media strategy for the launch of a challenger brand within a category that is already very cluttered with numerous players in the market. Bhavna Jha, general manager and head, TME Delhi, did a marvellous job and I guess that worked in our favour."
Both the client and the agency refused to divulge the media spends or the size of the business. Bhavna Jha, who played a key role in winning the business, says, "Initially, the channel will see a soft launch, and from there on, we will position the channel as a source of information for everyone as any news channel should be. Primarily, we will take the TV and print route, coupled with innovative execution of our plans for the brand."
TML will also finalise on the creative duties for the channels soon.