Rachit Vats

Saatchi & Saatchi bags creative duties for PVR

PVR Cinemas have changed their creative partner. Its association with long time partner Rediffusion has come to a smooth end. Saatchi & Saatchi is the new agency on board

Saatchi & Saatchi has picked up a new account. Priya Village Roadshow (PVR), which since 2002 was being handled by Rediffusion DY&R, Delhi, has now fallen into the lap of Saatchi & Saatchi. PVR did not call for any pitch; Saatchi & Saatchi is the only agency that the client met.

This marks an end to a long creative relationship between Rediffusion and PVR. Interestingly, in 2002, PVR had done a similar jig and ended up meeting only Rediffusion DY&R, Delhi. Back then, PVR attributed the decision to the agency’s proactive thought. This time around, the reasoning was similar.

Gautam Dutta, PVR’s head of Cinemedia, says, “Rediffusion has been a fantastic agency and was doing good work. We continue to be associated with Rediffusion as they are our PR partner. We look forward to working with them in the future.”

Saatchi & Saatchi bags creative duties for PVR
Adds Dutta, “We do not believe in pitches. In creative matters, if you have been working with a team for really long, everything becomes predictable. Saatchi & Saatchi was the only agency asked to make a presentation. The idea was to get a fresh creative perspective. The agency showed a lot of vibrancy. Their presentation was different and basically a challenge that said, ‘Can you buy this?’ Naturally, it was asked to come on board.”

PVR has plans to roll out a corporate campaign. The campaign will attempt to put PVR in a different league and flag off the discerning behaviour of the PVR consumer. The media mix comprises entirely of print, and lifestyle magazines and in-flight magazines will be used for the most part. Besides, all PVR cinemas will be used to promote the campaign.

The agency, on the other hand, is happy to have PVR on board. A spokesperson for the agency says, “The requirements of PVR are quite different from those of regular clients. It is a young and vibrant brand and we are delighted to have them on board. We have worked out a strategy and some initiatives will soon be presented.”

Initiative continues to be PVR’s media partner for a business estimated at Rs 6 crore. The advertising budget for the creative duties could not be ascertained, though it is again a mid-sized business.

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