Euro RSCG parts ways with Dainik Bhaskar

By Biprorshee Das , afaqs!, Mumbai | In Advertising | November 08, 2010
The agency has resigned from the business after handling the creative duties of Dainik Bhaskar for more than five years.

In a recent development, Euro RSCG India has decided to part ways with Dainik Bhaskar. The agency won the business back in 2005 and, after designing some significant campaigns for Dainik Bhaskar and Divya Bhaskar, has decided to call it quits.

No official word could be obtained on the development. However, a senior source close to the development has confirmed the news to afaqs!. When contacted, Sanjeev Kotnala, vice-president, marketing and communication, Dainik Bhaskar Group denied the same.

It is learnt that differences between the agency and the client, and a fatigue factor setting in the relationship, led to the decision.

Over the five years, Euro RSCG has designed various communications for the group, mainly led by the print medium. The agency worked extensively on creating television commercials and corporate ads for DB Corp's initial public offering in 2009.

Another significant campaign was the one featuring cricketer Mahendra Singh Dhoni in 2008. The campaign revolved around the thought, 'Zidd Karo, Duniya Badlo' ('Insist and Change Your World') and took up various social causes. This was Dainik Bhaskar's first ever national campaign. Prior to this, the communication involved tactical/promotional campaigns on matters such as circulation and readership on a regional scale.

The various media vehicles that were used in the campaign included print, outdoor, radio, cinema, television and the Internet.

In 2007, Euro RSCG had also opted out of the group's radio brand, My FM, and had continued only with the print brands.

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