M&C Saatchi will be handling the creative duties for the soon-to-be-launched compact daily from Jagran Prakashan Ltd. The size of the business is pegged at Rs 3 crore. Five agencies had taken part in the pitch that was called in mid-June this year. Besides M&C Saatchi, Brand Curry and TBWA were among the shortlisted agencies for the account.
Commenting on the win, Kamal Oberoi, Chairman and Managing Director, M&C Saatchi, said, "The agency worked very enthusiastically for this business and came up with a breakthrough approach for establishing this new brand in the competitive newspaper market."
"Our thinking and understanding of the target market and the consumer insights paved the way for arriving at the radical differentiator for this newspaper and this differentiator was aptly woven into the creative recommendations for the brand," Oberoi further said.
Stating the reasons for awarding the creative mandate to M&C Saatchi, Alok Sanwal, Project Head for this new profit centre at Jagran, said, "M&C Saatchi's understanding, strategic recommendations and insights were really tapped into the core differentiator for this new brand. This new brand is going to be completely different in its approach and existence from the core brand Dainik Jagran. It will be a complete contrast in terms of content, appearance and size dynamics."
Meanwhile, the Group has appointed Sharmistha Sharma as Resident Editor, Lucknow. Sharma has over two decades of experience of working with The Times of India. Apart from that, Yashwant Singh has also been roped in as Deputy News Editor. Singh, who will be based in Kanpur, has 7-9 years' experience with papers like Amar Ujala.