Bangalore-based Mag Communications has bagged the creative duties of The Printers (Mysore) Pvt. Ltd and will look after its brands including Deccan Herald, Prajavani, Sudha and Mayura. The business was awarded following a multi-agency pitch, which involved a series of strategy-based presentations, including a creative showcase. Mudra was the incumbent agency. The size of the business is estimated to be around Rs 1.5 crore.
Elucidating the reasons for choosing Mag Communications, DB Dutta, VP-Advertising, Marketing and HR, Deccan Herald, said, “We were impressed with Mag Communication’s approach towards the business. Instead of trying to define the brands, they took a step to understand the respective categories at large and present creatives, which came closest to their present value propositions. They went beyond the brief at every stage, showing their enthusiasm to partner with us.”
Explaining the communication strategy, Ramesh Magar, MD, Mag Communications, said, “Creating consumer delight towards brands that are rooted in the history of Karnataka was the biggest challenge. The new brand personalities shall be established through all possible advertising vehicles. We have been very clear about the fact that we need to approach this innovatively from a creative perspective. This will reflect in our communication strategy in the time to come.”
The agency has worked upon the communication strategies, which would be a mix of sensation, humour and a tongue-in-cheek approach to journalism. The campaign will have a 360-degree approach and is set to have its presence in print and outdoors. The campaign will be followed by radio, Internet, TV, direct mailers and below-the-line activities.