With the launch date for NDTV Imagine, the Hindi general entertainment channel from NDTV Imagine Ltd, getting closer, the channel is all geared to begin its communication. NDTV Imagine has decided to sign on Maxus as its media agency of record. There was no pitch called.
NDTV Imagine’s EVP, Marketing Communications & Research, Manoj Vidwans, explained, “At some point we have worked with GroupM agencies, and we are very confident of the skill-sets that GroupM has. They don’t just bring buying efficiencies to the table but also skills in the planning exercise, and that is why decided to partner with them.”
Vidwans didn’t divulge any further details including on the account size. He said, “We have only just begun the marketing, and even though we have certain targets in mind, I still wouldn’t want to comment on the ad spends.”
Industry sources however expect the business to be easily upwards of Rs 20-25 crore, given the competition that the Hindi GEC space is seeing with new players coming in, and the established players making more noise.
For the record, McCann Erickson is the creative agency for NDTV Imagine.