McCann-Erickson's Mumbai office has picked up the creative duties of the soon-to-be-launched Hindi news channel by Prannoy Roy's New Delhi Television (NDTV). The company is expected to launch a fresh round of review to identify a media agency.
The pitch for the creative business happened late last year, as was reported by agencyfaqs! in the story NDTV calls for pitch; eight agencies in the fray (November 14, 2002). Agencies in the running for the much-coveted business included Lowe, FCB-Ulka, RKSwamy/BBDO, TBWA\Anthem and, of course, McCann-Erickson.
Confirming the news to agencyfaqs!, Santosh Desai, newly appointed president of McCann-Erickson, said, "We are thrilled to be able to handle such a prestigious account of a pioneering brand." But, of course, he was not willing to share any more details - either about the launch plans or the size of the business.
On their part, NDTV officials were not ready to comment on the development either. Sources, however, indicate that NDTV's Hindi news channel will be rolled out in April this year. Given that the brand is readying for launch, one would have assumed that the advertising budget would be on the higher side. But informal conversations with agency sources indicate that NDTV has earmarked an investment of Rs 4-6 crore on the entire communication package - including both the Hindi and English news channels.
While the size of the business may not be large, the task for the new agency is clearly cut out. "Essentially because it would entail the task of launching a new channel while enhancing the equity of NDTV in the face of new competition," said an agency source. What would be interesting to watch is how Prasoon Joshi, McCann's creative honcho, takes the battle into the turf of his earlier agency O&M that currently handles STAR News advertising. © 2003 agencyfaqs!