Percept/H wins creative duties of Zee New Media's Ditto TV

The agency won the duties following a multi-agency pitch. The size of the business is about Rs 15 crore.

Percept/H has won the creative duties of Ditto, the OTT (over-the-top) TV distribution platform launched by Zee New Media, the digital arm of Zee Entertainment Enterprises Limited (ZEEL). The agency won the business following a multi-agency pitch.

The size of the business is said to be about Rs 15 crore.

Confirming the development, Manoj Padmanabhan, head, marketing, Zee Digital, says, "Since this is a new category in India, we were looking for an intrinsic understanding of new technologies and media consumption trends. Percept/H was a winner in terms of understanding of the business and also in terms of crafting impactful creative."

This is the first time that a media network has invested in OTT technology in India. Globally, OTT TV is one of the most preferred on-the-go channels for consumption of media and entertainment.

"This brand will surely set a new trend in terms of media consumption in this country and we will work in tandem with Zee to make it a huge success," says Ayan Chakraborty, chief growth officer, Percept/H.

GroupM-promoted MEC handles the media duties for Ditto.

The OTT platform offers TV channels and on-demand video content on mobile phones, tablets, laptops, desktops, entertainment boxes and connected TVs. To develop the technology platform, Ditto TV has partnered with Siemens Communication and Media Technology.