Lowe Delhi has been assigned the creative duties for HT Music and Entertainment Company following a multi-agency pitch. The company is planning to launch a radio channel by the end of this year for which it has signed an MoU (Memorandum of Understanding) with Virgin Radio (Asia), a subsidiary of Richard Branson promoted Virgin Radio.
Industry estimates peg the business to be in the region of Rs 18-20 crore. The pitch for the account was reportedly called in April this year. HT Music and Entertainment Company is a subsidiary of HT Media and is the company’s foray into the emerging radio space in the country. HT had successfully bid for four licences in the second phase of FM expansion – Delhi, Mumbai, Kolkata and Bangalore.
Confirming the development, Rashmi Berry, EVP Marketing, HT Music and Entertainment Company, said, “It was a tough decision to take, but the key differentiator was the thought and creative that Lowe put in its presentation. It reflected that the agency had a thorough understanding of the radio market.”
She further said, “We are looking at a close partnership with the agency in evolving the brand and the creative process.”
During the pitch, the agencies were asked to demonstrate how to approach a radio business, especially launch a new venture in this segment. Mohit Beotra, EVP, Lowe, explained, “I can’t really say what helped us win the business as it is the client’s decision. Having said that, let me add that we went through various levels of presentation to come up with an engaging as well as holistic communication that would help build a radio brand.”
He added, “As a brand, FM radio attracts diverse listenership and the big question is to appeal to this wide range of listeners. Another challenge is also to be consistent with effective communication.”
Though the media mix could not be ascertained, it is learnt that use of BTL will be substantial as is the demand and trend across the world among radio players.
Meanwhile, in another development, it is learnt that HT Media has awarded O&M, Delhi its creative duties for the soon-to-be launched HT business daily. O&M already handles the creative duties for the flagship paper Hindustan Times and has been instrumental in creating the successful ‘Let there be light’ campaign.
Confirming the news, Sanjay Thapar, President, O&M, Delhi, said, “It is a step further in consolidating the business with an existing client. It is also humbling to know that the client has faith in the agency and wants to continue with the successful client-agency relationship. We at the O&M are upbeat about doing noteworthy campaigns to build the new brand as we have done in the past.”