However, now, on the back of a multi-agency pitch, Mindshare will be the only media agency on record for the hospital chain. The pitch took place in December.
The Chennai office of the agency will handle the business, estimated at Rs 20 crore. Though no spokespersons from the agency or the company were available for comment, it is learnt that the agency is working on the annual strategy for the hospital chain.
The creative mandate for the chain lies with Lowe Lintas.
All the national campaigns will use a lot of TV and digital platforms; however, for the regional campaigns, the media mix will vary as per the requirement, reveal sources.
For the record, Mindshare recently won the media duties for Bridgestone Tyres and The Merino Group.