Pix, the English movie channel from the Sony stable, has roped in MediaVest Worldwide and Zoom Advertising to handle its media planning duties.
While MediaVest will handle the television and radio business for Pix, Zoom Advertising will be responsible for print. OMD India is the incumbent agency.
According to industry estimates, the channel has earmarked an estimated Rs 8-10 crore for its overall media and marketing spends which includes media (print, TV, radio), outdoor, creative and below the line activities. Mass media, meanwhile, will consume the major chunk of the overall pie.
Speaking to afaqs!, Himmat Butalia, head marketing, Pix, says, "Every agency has its own specific strength and we wanted to play on that. MediaVest has a strong hold on television and radio, and therefore, we decided to take them on board. We have worked with Zoom earlier on short projects, and they are good with print, hence the choice."
Dinesh Rathore, vice-president, MediaVest, Mumbai, notes that Pix has been broadcasting "good" content to the viewers consistently over the past few years. "We intend to drive the channel to a leadership position in the English genre with our human experience strategy framework and hardnosed analytics, thereby providing simple, real-time and meaningful solutions. We believe that this partnership will translate into a success story for the brand," says Rathore.
Adds Chirag R Barasia, proprietor, Zoom Advertising, "We are excited bagging Pix' print AoR and media buying duties, which is a challenge and an opportunity for us to connect them to wider print options."