McCann Erickson has bagged the creative duties of NDTV 24×7, alongside the existing responsibilities of its Hindi wing, NDTV India. The account was previously with St Lukes, Mumbai.
Confirming the development, McCann National Creative Director Prasoon Joshi said, “We are pleased with the additional business, pertaining to NDTV and we expect to do full justice to the job at hand. We had already been handling their Hindi channel earlier, and are well aware of their brand requirements. On their part, the channel has confidence in McCann’s capabilities and has so far been satisfied with the creative product that we have offered. In recent days, we have had a number of wins starting from Marico to LG to Tata Indicom and this win is in the same league.”
NDTV is seen as a client, always dabbling with creative solutions. Last March NDTV Media (a subsidiary of NDTV) invited various advertising agencies to participate in the NDTV Cast Your Vote film contest, wherein each got a chance to create a 30-second public commercial that would convince people to cast their vote. Among the 163 entries from different creative agencies and production houses from various cities across India, there were O&M, JWT, McCann Erickson, Saatchi & Saatchi, Leo Burnett, Lintas, HTA, Rediffusion DY&R, Percept, RK Swamy and Mudra.
Joshi, however, in his dual role as Regional Creative Director, South & South East Asia, and National Creative Director, India, looks a happy man. Asked about the levitation of sorts, Joshi said, “The appointment came in the form of a letter from Max Gosling, Regional Director & Asia-Pacific Head of McCann, which stated that I would be handed with the additional responsibility of overseeing the creative at McCann offices in Singapore, Thailand, Malaysia, Indonesia, Philippines, Vietnam, Pakistan, Sri Lanka and Bangladesh. Since I have worked on accounts such as Coke, Nestle and Perfetti and have been in touch with McCann’s offices in China, Indonesia and Taiwan (for whom I have been providing consultancy) over the past eight to nine months, I feel that I am up to the task.”
Would this affect his involvement with McCann India? He responds, “Not at all. While I would be fully involved with McCann India (more so, Mumbai) and have a great deal to do with the creative product that goes out from here, my job in South Asia and South East Asia would be more of a supervisory role. I would oversee operations out there, and see that all affairs run smoothly within these quarters.”
However, NDTV has sparked much interest from the advertiser quarter. After incurring loss consistently for the first three quarters of its launch, the telly news major turned around in the fourth quarter with a cash breakeven status. With the channel poised for a smooth run in the times ahead, and a consolidation of its creative duties under one roof, there’s sure to be a lot more advertising on this front – both on the tube and off it.