Mumbai Mirror, the compact from the Bennett, Coleman and Company Ltd stable, has changed its creative custodian. The business has moved to David and work on the account has already begun at the agency. No pitch processes preceded the development.
Prior to this, Leo Burnett was taking care of the brand ever since its launch in May 2005. From the Mirror launch campaigns to section wise promotions and other on-ground initiative messages – all were designed by Leo Burnett in the past year.
Though Mirror is a highly visible brand from the BCCL stable, it is difficult to gauge the account size of the business considering that Mirror is a media company, utilising most of the media vehicles that BCCL has at its disposal.
Josy Paul, Chairman and National Creative Director, David, said, “Mumbai Mirror is a very prominent brand in the print arena today and with the kind of achievements they have to their credit, the expectations from us is high and we are sure we would match up to them.”
He added, “More importantly, it was one of those cases where you just click with the client. Our meetings with them have been very fruitful. There is so much to learn from their young and contemporary approach towards communication – there was an instant connect – at some level, we saw a David in them too.”
When asked whether the fact that the client too was a media house brought any limitations with the business, Paul replied, “I don’t think so. The ideas they are discussing are very media neutral and complete. We are thinking movement in these ideas and movement for us is bigger than terms like 360 degree. We are looking forward to doing some great work with them.”