The agency has the responsibility of creating advertising for the nationwide talent hunt for this year’s CHannel
Bates India has been entrusted with the responsibility of creating the communication for CHannel
Confirming this to agencyfaqs!, (JS) Mani, senior vice-president & general manager, Bates India, said, "We have been given the mandate of promoting the Popstars 2003 initiative through a multi-media campaign. Bates will create all the communication that leads up to the formation of the new Popstars band for 2003." In effect, what this means is that Bates will be working on a turnkey project for the nationwide talent hunt for the
For the record, CHannel
"From the time the initiative starts to the time the final selection happens and the band is formed, a good six-to-eight months' time would have passed," Mani explains. "Our assignment is to promote the Popstars concept all through the selection process, both through national-level advertising, and through localized communication in specific cities where the hunts would happen. We have to get the youth excited about Popstars." Mani is not willing to disclose the size of the project (in billing terms), but going by past estimates, the assignment should be worth Rs 2-3 crore.
Speaking briefly about the communication brief, Mani reveals that CHannel
Incidentally, this is the second time that Bates will be handling a project for one or the other of STAR's channels. It may be recalled that early in 2001, the agency landed a ‘special brand-building project' for STAR Plus' hugely popular Kaun Banega Crorepati (KBC). The agency also won the account of movie channel STAR Gold in October last year. What now remains to be seen is the extent to which Bates is able to generate buzz about Popstars 2003. © 2003 agencyfaqs!