Radio City has signed on Everest Brand Solutions as its ad agency to handle the creative and strategic duties for the brand. Six agencies – Lowe Lintas, Mudra, Bates, Ambience, O&M and Everest – had made presentations for the account over a period of two months. 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 securitisation 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, shall not only ensure that Radio City sustains its current position, but also jettisons the brand to the next level.”
They came in last and conquered. Sharing this thrill, Everest’s Mahesh Chauhan said, “Winning the account of Radio City is a matter of privilege for us. Our client portfolio has various clients and having an FM station adds to our experience of work. We are looking forward for an exciting journey together.”
As a matter of fact, Everest had handled the account till about 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 added.
Prior to the pitch, the media duties were handled in-house, while the creative was done by the design agency Paramount. The new campaign is expected to hit the screens very soon.