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UTV Stars gets Rickshaw to handle its creative duties

By afaqs! news bureau , afaqs!, Mumbai | In Advertising | August 30, 2011
The media account for the channel will be handled by Motivator, which is also the media agency for the other channels from the UTV Broadcast stable.

UTV Broadcast has roped in Rickshaw, the agency headed by Shormishtha Mukherjee, to handle the creative account of its recently-launched Bollywood channel, UTV Stars.

Rickshaw won the account following a multi-agency pitch after contesting against five more agencies that included names such as Lowe Lintas and Grandmother Design.

The channel's launch brand campaign was created and conceptualised by Taproot India. Playing on the channel's brand promise and positioning, 'Touch Feel Believe', Taproot had devised a 360-degree creative communication strategy for UTV Stars across television, print, radio, internet, billboards, mobile, BTL (below-the-line) and out of home media.

Rickshaw will start work immediately on creating the campaign for the two driver shows of the channel - Live My Life, and Up, Close and Personal with PZ.

Kunal Mukherjee, marketing head, broadcasting, UTV, tells afaqs!, "To communicate the campaign effectively, it was critical that we have a very strong creative communications strategy in place. Given the strong team and impressive track record, we believe Rickshaw is the right partner for the brand."

Shormishtha Mukherjee, partner, Rickshaw, says, "Rickshaw is happy to partner UTV Stars. Apart from the fact that the channel is distinctly different from run-of-the-mill Bollywood channels in the sense that this is the definitive authority on Bollywood, it's also a great opportunity to work with the UTV Group. And, a new launch is always 'super exciting'- giving one a chance to do work that'll set the tone for time to come."

Meanwhile, the media account for the channel will be handled by Motivator, which is also the media agency for the other channels from the UTV Broadcast stable.

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