The Printers Mysore Pvt. Ltd awards creative duties of its flagship brands Deccan Herald, Praja Vani, Sudha & Mayura to Mag Communications

Company News, April 10

MUMBAI

Mysore Printers Pvt. Ltd. has awarded the creative mandate of its flagship brands – Deccan Herald, to Mag Communications Pvt. Ltd, following a series of strategy-based presentations which included a creative showcase as well. Mudra was the agency which was previously handling these brands.

Elucidating the reasons for choosing Mag Communications, Mr. D. B. Dutta, VP- Advertising, Marketing & HR, Deccan Herald, said, "What really impressed us was Mag Communication's approach towards the business, instead of trying to define the brands; they took a step to understand the respective categories at large and present creatives, which came closest to their present value propositions".

Mr. Dutta added that "They went beyond the brief at every stage, showing their enthusiasm to partner with us." Although we have not yet zeroed-down on the advertising and marketing spends, but the budget would be planned soon, in a phased manner."

Explaining the communication strategy, Mr. Ramesh Magar, M.D., Mag Communications, said that "Creating consumer delight towards brands that are rooted in the history of Karnataka, was the biggest challenge. The new brand personalities shall be established through all possible advertising vehicles. We have been very clear about the fact that we need to approach this innovatively from a creative perspective. This will reflect in our communication strategy in the time to come."

We have worked out communication strategies which offer a mix of sensation, humor and a tongue-in-cheek approach to journalism. The campaigns will be on the 360-degree approach and already made their way to print & outdoors as well. The rest medium including radio, internet, TV, direct mailers and below the line activities, will follow shortly.