The India Today Group has assigned the creative mandate for two of its magazines – ‘Business Today’ and ‘Golf Digest India’ – to Euro RSCG Delhi. Size of the business is estimated to be in the region of Rs 7-8 crore. Grey Worldwide is the incumbent agency.
Commenting on the win, Sushant Panda, Branch Manager, Euro RSCG Delhi, said, “Though we will continue to work on the platform of ‘Managing Tomorrow’ that BT had earlier adopted, we will bring a change by presenting it on a different stance altogether.” Panda, however, refused to divulge further information on the same.
“We’ve shared a wonderful relationship with Living Media Group, having handled Red FM earlier. We were keen on working with the Group again and proactively we presented a few ideas to the client which they really liked. Our in-depth understanding of the brand finally landed us the account and we are very excited about working on it,” he further said.
Giving the reason for awarding the business to Euro RSCG, Pavan Varshnei, Publishing Director, Business Today, said, “We decided to partner with Euro RSCG because they were conceptually strong and came up with exceptionally good creatives, which would help us build the brand at both the retail and subscription levels and take the essence of the brand forward.”
Though O&M did talk to the Living Media Group for this particular business, it was the proactive effort of Euro RSCG that got them the business. Meanwhile, Grey Worldwide had also defended the business being the incumbent agency.
The current campaign that ‘Business Today’ is going ahead with is based on the NRS 2006 data. There will be another campaign soon, which will be more of a brand campaign and will use a 360-degree approach. For ‘Golf Digest India’, the communication would focus more on driving the subscription as it requires niche marketing.
Recently, the India Today Group had joined hands with Harvard Business School Publishing Corporation to publish the South Asian edition of ‘Harvard Business Review’. The Group has also forayed into the retail sector with Media Mart, which is an independent business that the company believes would help in the integration of their flagship print media business by reaching the customer directly.