Viacom18 consolidates media mandate with Maxus

Maxus was in charge of Colors earlier; and will additionally handle Nick, MTV and VH1. The combined size of the business is estimated to be upwards of Rs 50 crore

Viacom18 Media, the 50:50 joint venture in India between Viacom Inc and the Network 18 Group, has consolidated its media mandate with Maxus. As a result of this development, Maxus will now handle all the four channels under Viacom18, namely, Colors, MTV, Nick and VH1.

Viacom18 consolidates media mandate with Maxus

Maxus has been in charge of Colors for the last one year, having won the account in May 2009; prior to which TME was in charge of the channel. Mudra Max was the incumbent agency on the other three channels, prior to this consolidation.

The consolidation was not preceded by a pitch process. According to Ajit Varghese, managing director, Maxus, "We simply presented our case on the benefits of consolidation. And Viacom18 has seen the kind of work we have done on Colors; so that helped us along." Besides, the fact that Maxus handles several media brands, including Rediff.com, HT Media, Aaj Tak and Fever 104 FM, worked in its favour.

The size of the business (all four brands combined) is estimated to be around Rs 50 crore, according to industry sources.

Aditya Swamy, senior vice-president, sales and marketing, MTV India, tells afaqs!, "Maxus has formed some wonderful properties for Colors over the past one year; and at Viacom, we share a good working relationship with the agency. We have seen how Maxus delivers value to its clients. So, this consolidation and the passing over of the entire media mandate was a natural progression for us."

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