Clinching its first creative account of 2011, Euro RSCG Delhi has bagged the advertising duties of Hindi business news channel Zee Business. Draftfcb Ulka was the incumbent agency.
Confirming the development to exchange4media, Raktim Das, Business Head, Zee Business, said, “We saw a lot of potential in Euro RSCG and thereby chose them as our creative partner for our overall marketing communication.”
On acquiring the new business, Sushant Panda, Director, Euro RSCG, said, “The creative that we had presented was liked by the team and they signed us on. Zee is a path breaker in many respects and Zee Business is the leader in the Hindi language genre. We are proud to welcome Zee into our family.”
Launched in November 2004, Zee Business has undergone a lot of changes. Das explained, “If you notice, there was no other business channel two and a half years back and we have had a lot of changes, we try to provide the right content mix in terms of engagement and interesting programmes; a lot of new initiatives have been taken. We have been evolving over a period of time and today, when there are almost six other players in the same genre, we are consistently delivering in that space.”
On the reason to work with a new ad agency altogether, Das explained, “We wanted to do a new marketing communication and thought of exploring opportunities with a new creative partner. We gave Euro RSCG an assignment to work on and after seeing it, we felt they were promising.”
This year, the Hindi business news channel aims to tap its potential audience in Tier II and Tier III cities. Das informed, “The idea behind the campaign will be to basically communicate the leadership position of Zee Business. If you look at the overall data and statistics, the shift is happening, business channel consumers are coming to Hindi channels and the bulk of the new growth is coming from Tier II and III cities like Ahmedabad, Baroda, Rajkot, Lucknow, etc., and we have now started offering what the audience there needs.”
Discussing the upcoming campaigns and promotions, he said, “We are about to break a new brand campaign. It will be launched towards the end of next month across print, outdoor and most of the times we will be using in-house resources too. We will be unfolding two to three big properties in the next 2-3 months or so.”