Devina Joshi

JWT’s second agency, Fortune, to handle ‘The Times of India’ brand

The agency has bagged the creative duties for TOI’s thematic brand communication

JWT’s second agency, Fortune Communications, Mumbai, has bagged the thematic brand communication duties for ‘The Times of India’. The size of the business could not be ascertained.

Rahul Kansal, brand director, ‘The Times of India’, confirmed this to agencyfaqs!, saying, “We were very impressed with Agnello Dias’ work on ‘Mumbai Mirror’ during his tenure at Leo Burnett. When he shifted to JWT, we wanted him to continue working on ‘The Times of India’ brand. This was one of the primary reasons behind hiring Fortune Communications as the creative agency.”

Adds Kansal, “Every brand needs to tell a story, revealing its core values and beliefs. Thus, emerged the need for a brand communication campaign for ‘The Times of India’ as well. Even in the past, we have launched campaigns such as ‘A Day in the Life of India’ and they have been widely appreciated.”

Tarun Rai, senior vice-president and general manager, JWT, Mumbai, says, “Fortune Communications, which, till recently, concentrated mainly on the financial sector, has now expanded, broadening its platter and thus looking for assignments from different categories.”

‘TOI’ is all set to launch a new TVC, which was created by Dias during his stint at Leo Burnett.

Meanwhile, creative hotshops such as Shop and K-Factor (both in Delhi) will continue to handle several project-based assignments for ‘The Times of India’ brand.

© 2005 agencyfaqs!

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