After a 10-year long association with MediaCom, Multi Screen Media has decided to change its media partner. In the wake of a multi-agency pitch, the account has moved to OMD India. Industry sources peg the business in the vicinity of Rs 50-60 crore. The other agency in the fray, apart from the incumbent MediaCom, was Carat Media.
Multi Screen Media’s Danish Khan has confirmed the development to exchange4media. Multi Screen Media includes Sony Entertainment Television, Max, PIX and SAB.
OMD India will look after all media except outdoor, as that part of the business would be handled by Media Circle.
There is no change in the allotment of creative duties – Leo Burnett handles Sony Entertainment Television, Pickle Lintas handles SAB, JWT looks after Max, while Hanmer Advertising handles PIX.