Bates Enterprise has bagged the creative duties for Metropolitan Media, the 50:50 joint venture between HT Media and the Times Group, following a multi-agency pitch. The size of the business has been pegged in the region of Rs 5-6 crore.
It may be recalled that in October this year, The Times of India Group and HT Media Ltd had signed a memorandum of understanding where the JV would function as a standalone business and had been established to “publish a new and vibrant newspaper in Delhi, reflecting the changing needs of the reader and the emergence of Delhi as an international city”.
Commenting on the win Alok Agrawal, Executive Vice-President, Bates Enterprise, said, “The win can be attributed to multiple factors, primarily our understanding of the consumer and the Delhi market helped us in delivering as per what the client had briefed us on. We presented the strategy and idea for the launch of the tabloid where Delhi has not really been successful earlier.”
The media mix would include print, outdoor and ground activation, but not television. Since the product is city centric, TV would not fall in the media plan.
It’s official now: HT Media and TOI Group sign MoU for 50:50 JV