Sri Adhikari Brothers has decided on the creative and media agencies for its new music and entertainment channel Mastiii. The channel is expected to launch in the first week of July and a marketing campaign is slated to start before the launch of the channel. The creative duties of the channel will be handled by Madision Creative Cell (the creative arm of Madison World), while the media duties have been awarded to ZenithOptimedia.
Markand Adhikari, MD & Vice-Chairman, Sri Adhikari Brothers Television Network Ltd, has confirmed the development.
The marketing spends for the new channel is slated to be in the range of Rs 15 crore. The promotional campaign of the channel will start in early July. Along with television and OOH, the campaign will make use of heavy BTL activities across metros and smaller towns. Genesis Burson-Marsteller will handle the PR for the channel, while 360 degree events will handle the BTL activities for the channel.
The channel will offer a mix of music and comedy (gags, spoofs, etc.), which will be performed by comedy artists. For many years now, Sri Adhikari Brothers has made comedy its forte – from producing shows such as ‘Yes Boss’ and ‘Office Office’ to launching SAB TV, India’s first comedy channel.