Law & Kenneth has been appointed as the creative agency for Reliance’s home video business Big Flicks. According to knowledgeable industry sources, the account size is in excess of Rs 10 crores. The pitch had involved close to six agencies including O&M and Orchard.
It is also believed that Reliance Entertainment will pump in around $100 million into Big Flicks over the next few years with a substantial marketing budget attached to it.
Sources in Reliance Entertainment inform that Big Flicks will be setting up three components -- rental, broadband delivery -- that are aimed at the international market, and sell-through. Informed executives disclose that the company is working on a plan to keep the pricing between Rs 11 and Rs 501 for both DVDs and VCDs.
As Reliance Entertainment has an internal planning and buying division, no media pitch has been called for.