Euro RSCG bags creative mandate for Zee Business

By Nandana Das , afaqs!, New Delhi | In Advertising | February 25, 2011
The account size is estimated at Rs 8-10 crore; the agency's Gurgaon branch will handle the business.

Euro RSCG has bagged the creative mandate for Zee Business. The agency's Gurgaon branch will handle the business. The account size is estimated to be in the range of Rs 8-10 crore. The incumbent agency for the account was DraftFCB Ulka.

Confirming the development to afaqs!, Satbir Singh, chief creative officer, Euro RSCG, says, "The hunger for business news in Hindi speaking areas is multiplying as opportunities spread outside metros. Zee Business has been the leading medium on air, catering to that part of the population. We will work with the client to further strengthen its position as the undisputed channel of choice for business news in Hindi."

The pitch process for the account was initiated last month. As a part of it, Zee Business wanted Euro RSCG to design a campaign for it. Apparently, the agency was chosen because of the campaign presented by it during the pitch process.

Talking about the development, Raktim Das, business head, Zee Business, says, "We liked the agency's execution. Primarily, we wanted to bring out a fresh new perspective on the brand positioning, 'Aap ka Faida'. We have been working on the same positioning for some time with DraftFCB Ulka. However, we wanted to use the same tagline, and foray into more audience engagement programmes and content in specific time bands."

"We also want to communicate the strength of our channel at the B2B and B2C levels with innovative marketing communication strategies. This is one of the reasons for choosing a new partner," Das adds.

Talking about the strategies that helped Euro RSCG to grab the business, Singh adds, "During the presentation, our sole aim was to help the brand to stand out in the clutter of other news channels and make it a stronger brand with appealing business ideas."

Earlier, Euro RSCG has handled media brands such as Red FM, Dainik Bhaskar and Sony.

For the record, Zee Business is a Hindi business news channel based in Mumbai. According to the channel, it has 20-22 per cent market share amongst the six business news channels in the country. Besides updated news bulletins every hour, it telecasts other programmes related to the stock market, investments, mutual funds, corporate world, real estate, travel and leisure.

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