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Express Group awards its creative mandate to Leo Burnett

By afaqs! news bureau , afaqs!, Mumbai | In Advertising | November 26, 2008
The agency's Delhi branch will handle Indian Express and Financial Express, while the Mumbai branch will handle Loksatta and Screen

The & #BANNER1 & # Express Group has decided to get Leo Burnett as its creative agency following a multi agency pitch. Vyas Gianetti Creative (VGC) was the incumbent agency on this account. The size of the business is estimated to be about Rs 15 crore. The media duties are handled in- house.

Leo Burnett Delhi will handle Indian Express and Financial Express, while Leo Burnett Mumbai will handle Loksatta and Screen. This segregation is because Loksatta is a Marathi newspaper, which is widely read in Maharashtra, and Screen is all about the film industry, which is Mumbai-centric. This gives the Mumbai office an opportunity to work closely with the brands.

Pavita Puri, group brand head, The Express Group tells afaqs!, "Leo Burnett's fresh perspective on the category and the novelty in its creative expression prompted us to select the agency as our partner. They will be a great ally in meeting our desired business and marketing objectives."

Samir Gangahar, executive director, Leo Burnett Delhi tells afaqs!, "The Express Group, especially Indian Express, is one of the most trusted brands in the country. The Group has a lot of heritage and equity attached to it and we will help it build it over the years."

The usual media vehicles, such as print, TV, OOH, digital and BTL will be used to promote the brand.

On the possibility of getting celebrity brand endorsers, Gangadhar says, "We have started some work on the brand, but as of now, it is too premature to comment whether a celebrity would be endorsing the brand or not."