Mahuaa is preparing full force for the right communication around the launch of its Gujarati and Rajasthani channels. After having conversations with various agencies, Mahuaa has appointed Lowe Lintas as its creative partner for these channels. The channels are expected to launch by end October to early November 2011.
Rediffusion Y&R is the creative agency for Mahuaa Bangla channel.
Speaking to exchange4media, Nikhil Sheth, President – Sales, Mahuaa, said, “We are also in the process of finalising on our media agency soon.” Until recently, the business was with Motivator India.
Does Mahuaa plan to continue with different creative partners? Sheth replied, “We have not thought about it as yet. Right now, the thought is that each of these channels needs specialised attention in their life cycles but if at a later date, it would make sense to consolidate all channels with any one agency, we would do so at the time.”
Mahuaa, a part of the Century Communications group, worked on targeting the language broadcast space beginning with presence in Bhojpuri and Bengali space in both general entertainment and news genre. The company has aggressive plans to take this forward, and may even consider the Hindi general entertainment channel space in future.