‘Ananda Vikatan’, the leading Tamil weekly magazine published by Vikatan Group, has assigned its media duties to Mindshare. The win was not preceded by a pitch. The size of the business could not be ascertained at the time of filing the report, however, sources close to the development said that Vikatan Group had set aside substantial advertising spend as it was planning a complete revamp of its flagship magazine ‘Ananda Vikatan’.
Confirming the development, P Siva Prasad, Vice-President, Vikatan Group, said, “We wanted someone who would understand our brand’s requirements and deliver accordingly, and Mindshare fitted the bill.”
Prasad further said that a major revamp exercise was on the cards for ‘Ananda Vikatan’, which is a household name in Tamil Nadu. Vikatan Group has also chalked out an aggressive marketing plan to push the magazine and bring in more readers to its fold.
The campaign is expected to break in a week’s time. Commenting on the development, Kavitha Srinivasan, Business Director, MindShare, Chennai, said, “We are delighted that ‘Ananda Vikatan’ has chosen us as their media partner and entrusted us with the responsibility. ‘Ananda Vikatan’ is already a household name in Tamil Nadu and we would like to extend it further.”
Vikatan Group, which also publishes ‘Junior Vikatan’, ‘Chutti Vikatan’, ‘Aval Vikatan’, ‘Naanayam Vikatan’, ‘Sakthi Vikatan’, ‘Motor Vikatan’, and ‘Pasumai Vikatan’, is an icon in the Tamil Nadu magazine industry.