SAB has assigned its creative duties Pickle, the agency launched by the Interpublic Group to handle the channel’s creative business, following a multi-agency pitch. Anuj Kapoor, Business Head, SAB, has confirmed the news. Industry sources have estimated the account size to be around Rs 12-15 crore. Leo Burnett is the incumbent agency. MediaCom is the buying media agency.
On the appointment of the new agency, Anuj Kapoor explained, “We have always planned the marketing around our channel brand. With focusing our channel strategy as a family-based entertainer in the comedy genre, our only brief given to the agency for the pitch was ‘How to project SAB as a family entertainment channel?’ Thus, with this brief, Pickle stood out the strongest contender in the ideas that were presented.”
With Leo Burnett losing the business to Pickle, it retains the business for Sony Television. TBWA handles the creative duties for Max, while Saatchi & Saatchi handles Pix and AXN accounts.
Pickle was launched in May 2008 and is essentially the second agency of Lowe handling conflicting businesses. However, the agency aims to gather its clients independently under the IPG umbrella. Pickle is headed by Sumeet Chatterjee, President, and Rahul Jauhari, who heads the creative function pan-India.
We have reorganised Lowe India, and that would mean changes: Steve Gatfield