Meridian has been assigned the advertising duties of the Dainik Bhaskar Group. Euro RSCG was the incumbent agency and had won the business in the year 2005.
Speaking on this development, Sanjeev Kotnala, Vice President, Marketing and Communication, Dainik Bhaskar Group, said, “This is a parting of ways. I have been an agency person and believe that both the agency and the client invest a lot in the relationship, but at times there comes a phase where you might need to take some uncomfortable decisions. This was one of them.”
Speaking on the past work of Euro RSCG, he said, “We respect Euro RSCG for the work they had done on the brands Dainik Bhaskar and Divya Bhaskar in our five-year association, the Dhoni campaign – ‘Zid Karo Duniya Badlo’ – being a landmark in itself. We have got into some blinkered working and there is a need for a different perspective and approach.”
No pitch call preceded this movement. “We have been toying with this idea, and as there was a need for definite shift, we did not ask Euro RSCG to pitch. We know the capabilities and approach Euro RSCG has and the five-year client-agency relationship has been built on it. So, calling Euro RSCG for re-pitch was not a solution,” Kotnala explained.
He noted that they had been watching the work of few of the agencies and looked at a team that really wanted to do exciting innovative work on the brand. “Our discussion with team at Meridian has been most fruitful and hence, we have signed with them. They come on board on November 15,” Kotnala added.
Commenting on the new win, Renzil D’Silva, Executive Creative Director, Meridian, said, “We are delighted to be assigned the business. Dainik Bhaskar is both an exciting brand and a great product. We look forward to doing some great work.”
Speaking on the expectation from the new agency, Kotnala said, “We do believe that Meridian has the capability and conceptual clarity on the brand and that they will deliver the results. There is also a definite advantage of their having a team that can really overlap between a thought encapsulated in Hindi for the reader and an English communication in B2B environment. I look forward to working with Meridian.”