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Euro RSCG, Delhi, bags creative duties for ‘Business Today’, ‘Golf Digest’
Besides Euro RSCG, O&M and a few other agencies were also in the fray for this business, the advertising spends of which are expected to be in the range of Rs 6 crore
Euro RSCG, Delhi, has bagged the creative duties for two India Today Group publications, ‘Business Today’ and ‘Golf Digest’. Initially, only two agencies – Euro RSCG and O&M – had been invited to participate in the pitch. Later, the media company also decided to evaluate a few other agencies. The business was finally awarded to Euro RSCG.
It is learnt that the advertising spends on these two print brands will be in the range of Rs 6 crore.
Pavan Varshnei, publishing director, ‘Business Today’ (‘BT’), says, “It’s true that Euro RSCG has had a close relationship with the group since it handled the Red FM brand. However, this time, Euro portrayed great knowledge of the brands and presented a strong planning strategy.”
Varshnei adds, “The needs of both brands are unique. While ‘BT’ is already a strong brand, ‘Golf Digest’ is a very niche product. So, the mandate now is to strengthen the ‘BT’ brand by adding a few more supplements and increase the subscriptions for ‘Golf Digest’. I hope that Euro will play a crucial role in achieving these objectives.”
Says Sushant Panda, branch head, Delhi, Euro RSCG, “Initially, only Euro RSCG was invited for interaction with the client. We had a strong desire to re-start the old Red FM connection with the India Today Group. Thus, during the presentation, we kept our focus and ideas on the brand and the category. Knowing that both ‘BT’ and ‘Golf Digest’ have different audiences, we came up with different presentations for each brand. I believe that our understanding of the publication industry was what worked well for us. In future, the campaign will revolve around reaching out to these different TGs.”
Euro RSCG is working on multi-media campaigns for ‘BT’ and ‘Golf Digest’. There will be a mix of print, electronic and other activities. However, the agency refused to divulge any details. It is learnt though that there will be a TVC only for ‘BT’. The electronic channel may not be used for ‘Golf Digest’.
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