Brand Curry will be handling the creative duties of I-next, the compact daily from Jagran Prakashan Ltd. Brand Curry bagged the account following a multi-agency pitch. Sources have pegged the account size in the region of Rs 5 crore, which would include 360-degree communications. M&C Saatchi was the incumbent agency.
Commenting on this win, Ashish Sood, Senior Vice-President, Brand Curry, said, “It’s a pay-off to our focus on emerging India (read non-metro). I-next has affected a paradigm shift in newspaper consumption in these markets. It’s a non-stereotypical newspaper and hence gives us a unique opportunity to create new rules. Non-metro is one of our key priorities and we expect to see more action in this space shortly.”
Alok Sanwal, Project Head for this new profit centre at Jagran, said, “I-next is already an established brand in Kanpur and Lucknow and has become an integral part of the lives of the readers through its impact stories, innovative content, and international appeal. I-next will soon be published in an all-colour format in Kanpur and several other editions would be launched in the Hindi heartland.”
Giving thr reason for choosing Brand Curry, Sanwal said, “Brand Curry’s understanding about these markets, their good work done in the past, especially for Radio Mantra, and their enthusiasm about the immense possibilities about I-next were responsible for this association.”
Our typical marketing budget is usually 10 per cent of the topline spend