iContract, the integrated offering from Contract Advertising, has been assigned the creative duties of EPIC, a channel led by Mahesh Samat. The win comes on the back of a multi-agency pitch that saw the participation from some of the leading agencies.
EPIC, positioned as the country’s first genre-specific Hindi entertainment channel, was launched by Epic Television Networks in May this year. The channel will offer content set against the backdrop of Indian history, folklore and mythology in a contemporary format, and is expected to go on air in August 2013, subject to regulatory approval.
Commenting on the appointment, Aparna Pandey, Business Head, EPIC said, “EPIC is a differentiated channel that will present meaningful entertainment against an innovative backdrop. Therefore, we were searching for a creative partner who would exemplify a fresh and enlightening approach in ideas and thought process. We found the right fit with iContract in both, a focus on delivering innovation and creativity. We as a channel have many stories to tell, and iContract has the ideas and means to deliver them to our audiences. We’re looking forward to the collaboration as we know we have a thinking partner that can meet the challenge.”
Reacting to the win, Rana Barua, COO, Contract India said, “I am excited that the management of Epic Television Networks has entrusted iContract with their trust and faith in launching the channel in the country. iContract is one of our key offerings, which merges the world of digital, experiential and mainline with powerful and effective media neutral ideas, and I am confident that the launch will be successful.”
iContract’s client roster includes Shoppers Stop, Firstpost, Moneycontrol, Asian Paints and Cadbury Halls, among others.