afaqs!

Homeshop18 to shop only at Lowe Delhi for ideas

By Rohit Nautiyal , afaqs!, New Delhi | In Advertising | September 29, 2010
Though no timeline has been decided for the first burst yet, the channel will go for a TV-led campaign followed by innovations in digital

Following a multi-agency pitch that saw participation from five top agencies, Lowe Delhi has bagged the creative mandate for Homeshop18. The account size could not be ascertained at the time of filing this report.

Discussing the client brief, Naveen Gaur, executive director, Lowe Delhi says, "Being the leader in its category, Homeshop18 wants to increase its appeal in the market. With more than four million buyers, the channel has come a long way, and now wants to connect with its target group in a better way."

Though no timeline has been decided for the first burst yet, the channel will go for a TV-led campaign followed by innovations in digital. ET Now is the only other television channel handled by Lowe.

HomeShop18 is the Network18 Group's online and on-air retail marketing and distribution venture, which launched India's first 24-hour home shopping TV channel on April 9, 2008. It claims to be India's first comprehensive virtual retail business, operating in a multimedia environment including television, Web, catalogue and other media to make products and services available directly to customers across the country.

In the past, HomeShop18 has partnered with brands such as Apple, Motorola, Philips, Kaya and Reebok.

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