Balaji Telefilms has decided to hand over the creative mandate for its upcoming motion picture projects to Rediffusion Y&R. No pitch process preceded this development. The incumbent agency was Marching Ants. This win comes close on the heels of Rediffusion Y&R bagging the creative duties of DNA in June 2010.
Confirming the development to exchange4media, Nisha Singhania, Executive Vice President, Rediffusion Y&R Mumbai, said, “We are excited to be associated with Balaji Telefilms’ motion pictures business and their brilliant team. Promoting movies is very exciting and challenging, and we look forward to a successful partnership with the brand.”
The business will be handled out of Mumbai.
The motion pictures business of Balaji Telefilms has seen some success with its first cult hit, ‘LSD: Love, Sex aur Dhokha’ and is all set to release its next film, ‘Once Upon A Time in Mumbai’, on July 30,, 2010.
By roping in Rediffusion Y&R, Balaji Telefilms is looking forward to leveraging its innovative and impactful marketing plans to take its motion pictures business to the next level.
It may be recalled that in February 2010, Balaji Telefilms had undergone a corporate image makeover. The company had unveiled a new visual identity and logo, along with a new vision and brand values. Ray + Keshavan | Brand Union had worked on the new identity.
The new logo has also been incorporated throughout Balaji Telefilms’ touch-points as well as its website.