afaqs!

Homeshop18 awards creative duties to Eleven Brandworks

By afaqs! news bureau , afaqs!, New Delhi | In Advertising | October 23, 2012
  • 13
The agency won the business following a multi-agency pitch that went on for more than a month in Delhi.

Eleven Brandworks has won the creative duties for Network18-promoted home shopping channel, Homeshop18. The agency won the business following a multi-agency pitch that went on for more than a month in Delhi.

Homeshop18

Eleven Brandworks

Rashmi Berry, chief marketing officer, Homeshop18, says, "Eleven Brandworks displayed the right combination of creativity and agility, both critical in the highly competitive and cluttered e-commerce space. We look forward to build a compelling and differentiated brand with the help of its highly talented team of professionals."

As part of its mandate, the agency will work to build and establish Homeshop18 as a strong e-commerce brand on the internet through the use of verticals including television, web and mobile.

"Homeshop18 is already a household name in India. Eleven Brandworks' mandate is to create a robust integrated strategy for the brand and help carve a distinct dotcom brand out of it, too,"

says Prateek Bhardwaj, founder and director, Eleven Brandworks.

Before this, the creative duties were managed by an in-house team. In 2010, Lowe Lintas & Partners' Delhi office had won the business following a multi-agency pitch. The channel had also initiated a creative pitch in 2008, which had then witnessed participation from agencies such as Publicis India, Grey and M&C Saatchi. However, it failed to reach a decision and awarded its Diwali campaign, Diwali Dhamaal, to Leo Burnett.

For the record, Network18 launched its 24-hour home shopping channel in 2008.

  • 13
Search Tags