Two separate agencies, Mudra and Everest, used to handle the two channels, Headlines Today and Aaj Tak, respectively
TV Today Network has awarded the creative duties for its three channels – Headlines Today, Aaj Tak and Tez – to Dentsu Marcom. All three channels will be treated as separate businesses by the agency.
While both the client and the agency declined to reveal the exact size of the business, industry sources peg it at around Rs 5-8 crore.
Confirming the development to agencyfaqs!, Ravpreet Ganesh, director, strategic initiative, Dentsu Marcom, says, “We had done a creative presentation about three weeks ago, and the best part is that we have won the creative duties for all three channels.
“We hope to do some great creative work – certainly out of the box – for all three brands.”
This is the first time that the creative duties for all three channels have gone to the same agency. Previously, the creative duties for Headlines Today were handled by Mudra, while AajTak’s were with Everest.
The media duties for Headlines Today and Aaj Tak were with MAXUS, which will now also handle the media duties for Tez.
Tez is a new account. The latest addition to the TV Today family, Tez is its second Hindi channel, which follows a fast-news format, focusing more on headlines and delivering 20-30 news snippets in just 15 minutes.
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