DishTV, the direct to home (DTH) service from the Zee Group, has decided on its new creative partner. TAG Delhi has been assigned the DTH service provider’s creative duties. Lowe Lintas is the incumbent agency on the account. The win comes on the heels of a multi-agency pitch that also saw the participation of Rediffusion Y&R and Contract.
Confirming the news, Salil Kapoor, COO, DishTV, said, “Yes, the account has now moved to TAG. Having said that, our association with Lowe has been irreplaceable. From our initial stages, the agency helped us reach where we are today. We are currently No. 1 in the DTH space. We were looking for fresh inputs and new perspectives, hence we called for the pitch and TAG fit the bill.”
The decision to opt for TAG Delhi was finalised on July 30, 2009, and the final announcement has been made today. The account size could not be ascertained at the time of filing the report.