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Animax creative stays with Equus, AXN under review

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Animax creative stays with Equus, AXN under review

Following a multi-agency pitch, Sony Entertainment has decided to keep the creative responsibilities of Animax with Equus Red Cell. Interestingly, the group is considering moving the AXN duties from Equus to Touché Communications. The combined business of both would be in the region of Rs 2-3 crore.

The other agencies competing for Animax included Contract, Leo Burnett, rmg david, McCann Erickson and Euro RSCG. As to what led to the decision in favour of Equus, Rohit Bhandari, Business Head for both channels, shares, “Equus is fairly familiar with our style of working. Their ideas were in sync with our thought processes and more importantly, were executable.”

However, SET prefers different ideas, thought processes and executions for both channels and hence came the consideration on moving AXN to Touché Communications. “We are seriously thinking of moving the duties to Touché. They were handling AXN earlier and have done some very good work. However, due to some reasons, they had to resign the account. Since those problems are not there anymore, they can handle the business again and we are taking a call on this one soon,” Bhandari says.

As for Animax, Bhandari shares that quite a lot is planned for the channel’s promotions. Not only is the channel looking at communication messages with the its brand ambassador Irfaan Pathan on-air, but is also in the process of organising substantial on-ground promotions as well. In all this, Equus’ role would not just be limited to generating basic creative ideas. “The agency will help us position the channel and project the right image for the channel. In that sense, Equus has a far greater responsibility now,” observes Bhandari.


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