Close on the heels of Sri Adhikari Brothers Television Network, SAB TV’s, buyout by Sony Entertainment Television (SET), the channel has announced Euro RSCG as it strategic and creative partner.
It may be recalled that Euro has been working with SET and MAX for some time now as their creative agency. Ajay Modgil, Marketing Head, SAB TV said, “Well, this is not primarily the reason for us signing on Euro. It is a great agency and they have got this business purely on merit.”
The incumbent on the account was a small time agency whose name the client refused to divulge and added that there was no pitch process for this business.
“We have been showing our interest in the account for some time now and we have got the business,” said Suman Srivastava, President, Euro RSCG, adding, “It is an exciting win for us and the focus now is going to be on re-launching the channel.”
Both Modgil and Srivastava refused to divulge the account size. All that they would say was that it was a very competitive business with a decent account size.
The deal of SAB TV includes a programming arrangement with SET India for the supply of content worth Rs 75 crore for the channel, and the listed company, Sri Adhikari Brothers Television Network, is henceforth concentrating on television content.