STAR India has taken a U-turn for its media business. In September last year, the television network had moved its media duties from MindShare to The Media Edge. However, STAR has now moved the business back to MindShare without any pitch process. The account is in the region of Rs 20 crore.
Neither STAR nor MindShare officials were available for comments and further details on the development. Presently, TME is working on the business. MindShare will take charge from June 1, 2005. The intention is to break the KBC 2 promotions with the new agency.
Sources close to the situation aver that the development was on the cards as soon as TME's ex-President Divya Gupta had decided to take on an international assignment. The sources also inform that STAR India was contemplating on three agencies before zeroing in on MindShare.