After inviting a multi-agency pitch, News Nation, the Hindi news channel promoted by the Extra Marks group, has awarded its media duties to Carat Media.
Though it will be a full-fledged multi-media platform plan, television will be at the core of promotions. It will cover all types of genres such as news, infotainment, sports, entertainment and others.
Speaking about the account win, Vidhu Sagar, executive vice-president, Carat Media, says, "The news channel will be in the genre that is mainly led by Ab Tak, ABP News and IBN7. So, the plan is to definitely use a different approach to reach out to the people. We aim to reach to a wide audience with correct psychographics and those who are interested in serious news."
While the channel was launched a month ago, the distribution plans are still being worked out. Carat will position the first campaign of News Nation in the next two weeks. It will employ a mix of all media platforms. The creative duties of the channel are handled by McCann Erickson. Shailesh Kumar heads the editorial and operations of the channel.
News Nation is promoted by Atul Kulshrestha of Extra Marks, which was launched in 2009 and provides educational solutions to students. It establishes technology-enabled classrooms in schools that use specially developed digital content while imparting education. The products from company are present in more than 250 cities and it employs over 600 people. It also has huge investments from Reliance Strategic Investments.