Dainik Bhaskar has completed its muted shopping and has consequently signed on Euro RSCG as its creative partner. Even as a formal pitch wasn’t announced, Bhaskar was in talks with agencies like RMG David and TBWA also, before signing on Euro RSCG. The account was so far with Arms Communication.
Confirming the development, Sanjeev Kotnala, Manager, Brand Strategy, Euro RSCG, said, “The reason we wanted a change in the agency was proximity. We wanted an agency in Mumbai itself so that we could have face-to-face interactions with them and there would be more speed in the work as well.”
The relationship with the agency is based on a retainership fee, which Bhaskar officials refused to divulge. As is known, Bhaskar handles the media side of the business in-house.
On why Euro RSCG, Kotnala said, “The agency has media experience and understands the need to address various target groups (TGs) like media planners and advertisers in any communication.”
The agency, meanwhile, is thrilled over winning the account. “Bhaskar, with its dominant readership, is one of the most popular and prestigious accounts to work for. We have been working with various media clients and have names like SET India, MAX and Red FM in our present portfolio. The presence of a print client is very exciting for us and we look forward to doing some good work for them,” said Suman Srivastava, President, Euro RSCG.