SET India zeroes in on Leo Burnett, Euro RSCG

SET India, which had called for a pitch across its bouquet of channels a while ago, has finally decided on its creative agencies. Euro RSCG, which was earlier handling SET Max and SAB, has been retained; it will continue to handle those two brands. In addition, Leo Burnett has been roped in, and will handle the creative duties for the main channel Sony Entertainment Television (SET) and SET Pix.

The other agencies in the fray were JWT and McCann Erickson.

The size of the business, as reported by agencyfaqs! earlier, is estimated to be above Rs 40 crore.

As reported by agencyfaqs! earlier, SET India had called for a creative pitch last month (June), as its bouquet of channels was expanding; from two channels (Sony Entertainment Television and Max), the company went on to acquire the brand SAB last year, and launch English movie channel Pix in April, 2006. “Therefore, the natural thing to do was to review the creative duties for our entire portfolio,” Albert Almeida, executive vice-president and business head, SET Max, had told agencyfaqs! last month.

Euro RSCG has done some visible work for Max (including the much talked about ‘Deewana Bana De’ campaigns), and has played a key role in SAB’s new avatar. Leo Burnett, on the other hand, is a new agency joining SET India’s roster.

Says Arvind Sharma, managing director, Leo Burnett, “Media businesses are very different from regular ones. Here is a product that is recreated everyday, and every media company wants a partner which truly recognises this uniqueness. SET India found that understanding in us.”

NP Singh, COO, SET India, remarks, “Owing to the dynamic and challenging television environment and our network’s aggressive growth plans, we were looking to strengthen our creative resources. Leo Burnett and Euro RSCG with their pool of creative resources and energy will help us grow our creative leadership.”

© 2006 agencyfaqs!