Anandabazar Patrika's creative duties were earlier handled by Inner Circle Advertising India. However, the newspaper had hired Bates CHI & Partners (on a project basis) to conceptualise its last major campaign, which took place during Durga puja, last year.
Confirming the news, Supriyo Sinha, vice-president, Bengali dailies, ABP Group, says the agency was selected after techno-commercial evaluation. "We gave the agencies a set of criteria including credibility, prior experience and earlier quality of work. We did a holistic evaluation and chose Rediffusion-Y&R," Sinha says. He adds that maintaining and keeping the excitement alive of a century old brand in a competitive market is a challenge, which the newspaper brand faces.
Amitava Sinha, chief operating officer, Rediffusion-Y&R says the agency is excited to work with the iconic brand of West Bengal. "Our Kolkata office has won Agency of the Year award for three years at the Sambad Pratidin Srijon Samman Awards for creative excellence. And, this account win is the icing on the cake," he says.