Mudra bags creative duties for Star News’ Marathi channel

The channel, which will go on air in June, is being positioned as one that will empower the new Maharashtrian

Following a multi-agency pitch, Mudra Communications has been awarded the creative duties for MCCS’ (Media Content and Communications Services’) third news channel, Star Marathi, which will be launched in June 2007. MCCS has two channels already on air, Star News and Star Ananda.

The other two brands are handled by Bates David Enterprise. The reason why a new agency was hired for the new channel is not known. Perhaps, the broadcaster was looking for a fresh perspective.

Sources close to the development say that Mudra portrayed a better understanding of the Marathi audience than its competitors while pitching for the business. It also effectively positioned Star Marathi as a channel that will empower Maharashtrians with its content and programming.

Mudra bags creative duties for Star News’ Marathi channel

During the course of the presentation, Mudra also suggested that Star Marathi try to keep pace with the mindset of progressive Maharashtrians, who are open to liberal, new ideas, and keep them informed with the latest news.

It is learnt from sources close to the development that the advertising spends on this new business will be in the range of Rs 6-8 crore. The media duties for all the MCCS brands are handled in-house.

The sources also indicate that on the basis of Mudra’s work on this new brand, the other two brands might also be aligned with it.

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