M&C Saatchi bags creative duties for Jagran Prakashan’s to be launched ‘compact daily’

M&C Saatchi will now be handling the creative duties for the soon to be launched ‘compact daily’ from Jagran Prakashan. The name of the daily has not been decided yet and will be worked out in the next four-five days. The pitch for the business happened nearly two months back.

The two other agencies in the final rounds of the pitch were Brand Curry and TBWA India. Brand Curry also handles the radio venture of the Jagran Group. The size of the business is estimated to be Rs 4-5 crore. Madison is the AOR (agency of record) for Jagran Prakashan.

Kamal Oberoi, chairman and managing director, M&C Saatchi, says, “Our in-depth understanding of the target audience and consumer insight actually helped us to craft a radical differentiator for the new daily.

Says Alok Sanwal, project head for the new ‘compact daily’, “The new brand will be completely different in its approach and existence from the core brand “Dainik Jagran”, and M&C Saatchi was able to understand the fact and devise the right strategic insights and recommendations for the same.”

The media mix for the new daily would mainly consist of print, radio, internet, outdoor, below-the-line activities and direct marketing. Although nothing much could be ascertained about the new brand in terms of facts, senior officials said it will be a complete contrast in terms of content, appearance and size dynamics.

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