Following Dainik Bhaskar’s decision to sign on Euro RSCG, its sister publication, Divya Bhaskar, has also decided on a creative agency to handle its advertising. The decision has gone in favour of Triton. The account moves from Arms Communication.
Until this development, Arms was the custodian of the Bhaskar Group. However, Bhaskar officials consciously decided on different agencies for specific language products to induce differentiated thinking.
Consequently, Euro RSCG now handles Dainik Bhaskar and Aha! Zindagi, while Triton will handle Divya Bhaskar. Rediffusion DY&R is handling the Daily News and Analysis (DNA) account. DNA is the group’s forthcoming English daily.
Commenting on the reasons to sign on Triton, Bharat Kapadia, Executive Director, Divya Bhaskar, said, “We wanted an agency that had a presence in both Ahmedabad and Mumbai. Some of the other names that filled that criteria were agencies like Mudra and Grey. But with Triton, due to our experience with them at the time of Divya Bhaskar’s launch, we also share a comfort level, which swung the decision in their direction. Earlier, it was just sporadic activities, now it is a marriage!”
The agency, too, is looking forward to the relation. Triton’s Executive Director Jayesh Ravindranath remarked, “Even before this relation has been inked, we have used a lot of our media knowledge, and have spent time and effort on the brand. We have sent teams to talk to a cross section of Gujarati readers. In the process, there is much that we have gathered that has helped us in understanding the market and the print scene there. This did give us an edge in being appointed and we are excited.”