Following a multi-agency pitch, Inner Circle, Kolkata has been appointed as the communication agency for Sony Films India Ltd for the Eastern region. This includes West Bengal, Orissa, Assam, Bihar and Jharkhand.
The other agencies in the fray included those with a national presence like JWT, Rediffusion DY&R, Lowe and O&M, as well as Kolkata-based agencies like Response and Mileage. The two rounds of shortlisting involved media and creative recommendations.
Kanchan Datta of Inner Circle said, “Based on the fact that we had produced a feature film about three years ago, we approached the brief as a producer would have approached for his own film. We brought to the table more clarity with certain market realities and consumer insights, both in terms of hall owners and consumers on ground. This made a significant difference and helped us get the business.”
Datta added, “The mandate given to us was to get back the audience for English movies, and for that, we have to do all that is required – regionalising, sensitising or dubbing them. We also have to guide the client on which horse to get on, which movie would work and which wouldn’t.” According to him, the communication would have to be tailor-made for the various regions and also be language specific.