Optimum Media Solutions (OMS), the Mudra Group’s independent media agency, has been appointed as the media planning, buying and implementation agency for Nick India. OMS won the business following a multi-agency pitch. The incumbent agency was Mediacom. According to informed sources, the size of the business will be around Rs 6 crore.
Nick, launched in 1999, is India’s first multi-genre kids’ TV channel and is viewed in over 23 million households. Nick was looking for a new media agency to help promote the channel in an increasingly crowded kids’ genre. The initial mandate is to promote the flagship programme “SpongeBob Square Pants” in the coming festive season.
OMS President Chandradeep Mitra said, “We are delighted to partner Nick in this exciting assignment. It is a tough challenge to promote a media brand, especially to promote a TV channel or programme using other TV channels. It’s always great to have a media partner as a client, and we now have a clutch of media clients, including HBO, Adlabs Radio and Nick. I believe our strategy for vehicle and programme selection, scheduling and budgeting, and above all, negotiating deals across other channels helped us win this important business.”
Mitra added that the first TVC for Nick has broken across ten channels including Zee Network and Star Plus. The campaign will be on till end of September. “We will do print advertisements at a later stage. We will also do campaigns on the Internet for the advertising and media community at a later stage,” he said.
Commented Sandeep Dahiya, Director-Communications, MTV Networks India, “We are glad to have OMS on board. With their sound strategic approach and the ability to execute ideas, they are well equipped to take Nick’s marketing plans to a logical fruition.”
OMS Mumbai also handles the entire planning, buying and implementation business of Reliance ADAG, one the largest AOR clients in the country. OMS’s roster of clients includes Paras, HBO, ICI Paints, Dabur, LIC, SBI, HPCL, Air India, Zenith Computers, MTDC, Amway, Grasim, TTK, Sify, Jyothi Laboratories, RmKV Silks, Olympus, Panasonic and Orpat.