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Grey wins multiple brands of Reliance Broadcast Network

By Ashwini Gangal , afaqs!, Mumbai | In Advertising | April 15, 2013
The mandate will be spread across the agency's Mumbai and Delhi offices. The latter is a priority market for the agency this year.

Reliance Broadcast Network has awarded Grey India with the creative duties of its TV channels Big Magic, Big CBS Spark, Big CBS Love, Big CBS Prime, Big RTL Thrill and radio brand 92.7 Big FM.

Dip Sengupta

Amit Akali

Grey Delhi will handle 92.7 Big FM, Big Magic (UP, Bihar and Jharkhand) and Big CBS Spark Punjabi. "Delhi," in the words of Jishnu Sen, chief executive officer and president, Grey, "is a priority market for the agency this year."

Grey Mumbai will handle Big CBS Prime, Big CBS Love and Big RTL Thrill.

The development is the result of a multi-agency pitch that saw the participation of several leading agencies. The process was held in Delhi.

Dip Sengupta, vice-president and branch head, Grey Delhi, says, "When we entered the fray it was for the radio business, an exciting opportunity. What makes the win sweeter is being awarded the mandate for the entire RBNL portfolio."

Commenting on the pitch process, Amit Akali, national creative director, Grey India, says, "As usual, we didn't approach the creative through traditional above the line advertising. We tried to find solutions for Big FM, whether they came through programming, slugs, on-ground activation, events or digital ideas."

In August 2010, Grey won the creative duties for Reliance Communications' GSM and CDMA services. The agency has, since, created some memorable films for the brand, including those featuring actors Anushka Sharma and Ranvijay Singh.

Also, in January, global freight company DHL appointed Grey Mumbai as the official creative agency for DHL Express India.

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