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Brand Curry assigned creative duties of Zee News UP channel

19-March-2009
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Brand Curry assigned creative duties of Zee News UP channel

Following a multi-agency pitch that took place in January 2009, Brand Curry has bagged the creative business of Zee News UP channel, which is slated for launch by March-end in Uttar Pradesh and Uttarakhand. Though the account size couldn’t be ascertained, sources said that it was huge. The rest of the Zee News creative duties is being handled by FCB Ulka.

Confirming the news, Barun Das, CEO, Zee News Ltd, said, “We had received proposals from several ad agencies for handling the account of Zee News UP. Brand Curry came closest to understanding our proposition and we are glad they will be handling our account.”

Sanjay Pandey, Business Head, Zee News UP, said, “Brand Curry had come up with really innovative ideas about the Hindi market, which made us decide on the agency.”

Rajshekhar Malaviya, VP - Account Management, Brand Curry, said, “The brief we got from Zee News UP was that there was need of news that could connect to the relevant audience. The client was looking to connect with the Uttar Pradesh audience and wanted to know what non-metro India was looking for.”

“The advantage we had over other agencies was that we had a good understanding of the UP market and communicating there. UP as a state doesn’t have a distinct identity, but has various cultures. Everything changes as one moves from one part of the state to the other. So, this knowledge worked in our favour,” he added.

Malaviya further said, “If you stay connected to your roots, you will succeed. The campaign tagline states ‘Jar Se Jahan Tak’. We are working towards the channel’s launch. We are doing TV, OOH, mailers, B2B, etc. The campaign is yet to break, be it on TV, Print or Outdoor."

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