Euro RSCG has been given the creative mandate by the Bhaskar Group for its FM ventures. Euro RSCG, Delhi, will look after all the creative needs of Bhaskar FM, which at present has licences for 17 stations. Given the nature of the media house, Bhaskar would not be looking for a media agency.
As is known, Euro RSCG has a relation with the Bhaskar Group for the print side of the business and this has played a key role in the group extending its relationship with the agency. Said Bhaskar Group’s Sanjeev Kotanala, “We have had a satisfactory relation with Euro RSCG and, at the same time, they have done some award winning work in radio for Red FM. They seemingly know and understand the radio business and it made sense for us to work with them as our creative agency for the FM business as well.”
The mandate that the agency has been given is to make the Bhaskar FM brand successful -- “to make the brand something to reckon with in the FM space and one of the best,” as Kotnala said. Given the manner in which radio as a medium has proliferated since the second phase licensing, the creation of a unique identity is a challenge in itself. In addition to this, the other challenge that Euro RSCG faces is to ensure synergies.
Most of the licences that Bhaskar has are in markets like Amritsar, Jalandhar, Jaipur and so on where Dainik Bhaskar is already a key player. Given these media synergies, the multiple medium presence would be quite a factor to chew on for the agency.