Tata Sky Ltd., the DTH (direct-to-home) joint venture between the Tata Group and STAR, has signed up Maxus as its media AoR. The ad spend on the account is estimated to be over Rs 50 crore. This win for Maxus comes close on the heels of the agency winning two other mega accounts – Perfetti and Nokia – earlier this year.
Following the development, Maxus will handle TV, print, cinema, radio and other mass media buying for Tata Sky. Vikram Kaushik, CEO, Tata Sky, said, “We are pleased to appoint Maxus India as our media buying partner. Maxus won the account on the strength of its strategic approach and ability to deliver innovative media solutions. Maxus will partner us in our endeavour to redefine the television viewing experience in India.”
C V L Srinivas, CEO, Maxus, said, “We are delighted to be partnering this exciting brand and look forward to working closely with Tata Sky in creating a new category.”
Tata Sky, a pay service, is expected to start beaming news and entertainment into houses in Mumbai by April-June this year. Under the rollout plan, the DTH service will be launched first in the urban centres; thereafter, depending on the response, it will move into the next class of cities.
Tata Sky has partnered with Thomson to support its DTH services. Thomson will manufacture the set-top boxes in India and provide countrywide after-sales service and support network for Tata Sky customers. In January this year, Tata Sky joined hands with technology solution provider NDS Group for end-to-end software solutions to launch its DTH television service.
Maxus, which closed 2005 with 50 per cent growth in business, has a large number of prestigious clients that include Hero Honda, Hutch, Britannia, Titan, Seagram, Dabur, Walt Disney, Tata Motors (SUV), Himalaya, Reebok, Nokia, Perfetti, Dabur Oral Care, GE Money and SBI, among others.
Nokia moving Rs 100-crore plus media account to Maxus in India; MediaCom to handle media in rest of Asia Pacific
Maxus ends 2005 with 50% growth, starts New Year with big Perfetti win