RK Swamy/BBDO has been assigned the creative duties of Mathrubhumi’s FM venture following a multi-agency pitch that saw the participation of Maitri, Black Coffee, Saatchi & Saatchi and Media Mate. Media Direction, the media arm of RK Swamy/BBDO, will handle the media duties. Industry sources pegged the account size in the region of Rs 3-5 crore.
Shreyam Kumar, Director, Electronics Media, Mathrubhumi Printing and Publishing Co, said, “All the agencies did a commendable job, but RK Swamy/BBDO, with better exposure and resources, met our requirement. Having presence all over India, they are also better equipped to service a medium like radio.”
Mathrubhumi holds licenses to operate FM stations in Thiruvanathapuram, Thrissur, Cannanore and Kochi. All the stations are expected to go on air once the common infrastructure by BECIL is in place.
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