Raj TV has entrusted RMG David Chennai with the creative duties of handling its brand makeover, following a four-way pitch among Maitri, WOC, 5th Estate and RMG.
Confirming the development to exchange4media, Rajeev Nambiar, CEO of the channel, said, "We liked the ideas presented by all the agencies, and each of them had put in considerable thought and effort. But RMG was the only agency, which suggested that we needed to build on our positioning of 'People's Channel'. We agreed with the thinking and felt that they had figured out where we are as a brand now, and how we needed to progress from here."
RMG was first introduced to Raj TV when they worked on a serial on the channel, which was sponsored by a brand they worked for - Cuticura. RMG's Vice-President and GM, Chennai, Raja Ganapathi, said, "This is a really big opportunity for us at RMG, as we will practically be a part of the programming team."
The new-look Raj TV will be on air from April 14, 2005, Tamil New Year's Day, and a complete transformation would be visible by May 2005, according to Nambiar. He added that the channel would look at transforming the entire range of content to live up to its positioning as the 'People's Channel'.
Raj TV's budget this year for advertising is expected to be in the region of Rs.2.5 to Rs.3 crore, according to Nambiar. "While the creative duties have been entrusted with RMG, we are considering the media options and should be moving ahead on that in the next month or so," said Shankar B, Vice-President - Sales & Marketing for the Channel. The channel has also announced an increase in its ad rates by 20-30 per cent effective April 14, 2005. "There have been mixed reactions from advertisers, but with content that is qualitatively better, we are confident of not just more eyeballs but also an improvement in the profile of audiences."
Besides the makeover and guiding the programming and its finish, RMG would be conducting training workshops for the channel's programming and production departments, aimed at encouraging them to think laterally and improve content and packaging. When asked what clinched the account for his agency, Ganapathi said, "We didn't present mere advertising. We understood that the bigger challenge was to increase eyeballs and explained that 'People's Channel' as a concept could work. While I can't say more at this point, I can assure you that Raj as a channel will attempt to cater to real people, leading real lives."
The channel will have a new station ID, new logo and a new 'look and feel' from April 14. The advertising for the 'new look' Raj TV will start from April, through a short, high-voltage campaign to highlight the makeover, according to Nambiar.
The account moves from Mudra. RMG Chennai handles Singapore Tourism, Cuticura, Duke's Confectionery, and Bharat Matrimony.