Following a multi agency pitch, MTV India has awarded its creative mandate to Bates 141. Bates won the account after three agencies were selected for the final round of presentations.
While most of the creative work by the channel was being handled in-house or with partners on a project basis, MTV India felt the need to engage with a creative agency for a long term as it went scouting for one.
Work is already under way since the past few weeks as Bates partners the channel for communication across all media.
Kaizad Pardiwalla, executive vice-president, Bates 141 Mumbai, says, "It is absolutely fantastic to work with the MTV team and associate with an iconic brand we have all grown up with."
According to Pardiwalla, the different way that the Bates team looked at the brand and the solutions that were offered helped it bag the account.
"There is a regular way of looking at the task while we thought how we could be different. We want to change the accepted philosophy, identify trends and leverage them to do some high impact and differentiated work."
Bringing the agency on-board does not mean that the in-house work will be discontinued, clarifies Swamy.
"We needed some outside perspective. In-house work shall continue simultaneously. Bates is just one more partner added to the team," he says.
The account size could not be ascertained while both Swamy and Pardiwalla also chose not to divulge details about the kind of work that is in the pipeline.
Bates 141 has had an earlier association with MTV, handling the creative duties for MTV Clothing and Accessories.
The media mandate remains with Maxus.