Radio City after a thorough scan has finally signed up Everest Brand Solutions as its ad agency to handle the creative and strategic duties for the brand. Over a period of two months, around six large-sized agencies, namely, Lowe Lintas, Mudra, Bates, Ambience, O&M and Everest had made presentations. Though there is no formal confirmation of the account size, industry sources peg it be in the region of Rs 5-6 crore.
Confirming the development, Apurva Purohit, CEO, Radio City, said, “After careful scrutiny of all the pitches made, we are indeed happy to formally announce Everest Brand Solutions as our creative partner. We believe that Everest with its creative expertise and innovative strategizing will not only ensure that Radio City sustains its current position but also propel the brand to the next level.”
They came in last and conquered. Said Mahesh Chauhan, CEO of Everest, “Winning the account of Radio City is a matter of privilege for us. Our portfolio has various clients and having a FM station adds to our experience of work. We are looking forward for an exciting journey together.”
Everest had handled the account till around the first quarter of 2004. “We used to handle Radio City and now have got the business back. There can be no greater validation of the direction Everest is going. It is extremely rewarding and challenging for us to partner and share the channel’s passion and energy,” Chauhan said.
Prior to the pitch, the media duties were handled in-house while the creative was done by design agency Paramount. The new campaign is expected to hit the screens very soon.