Maxim, the international men’s lifestyle magazine that is geared up to mark its debut in India has signed up Euro RSCG as its creative agency. The launch of Maxim is being done under a license agreement with Media Transasia.
Though the account size could not be ascertained, ‘its undetermined’ WAs what Ankur Bhatia, Marketing Manager, Maxim, had to say. As part of the work, Euro RSCG will be looking after the creative portfolio of the Indian edition of Maxim. The agency will be taking a 360 degree approach, which will include the entire media mix be it television, print, outdoors or below the line activities.
The pitch process saw the involvement of agencies like TBWA, FCB-Ulka, and Madison, apart from several small agencies. Overall, six agencies were involved in the pitch process informed Bhatia.
The passion that Euro RSCG showed for the brand helped them in bagging this account. Bhatia said, “Maxim is a new concept, an unexplored territory in India. Apart from the credentials I was looking for somebody who was passionate about our brand.”
Refuting Maxim to be a standard brand, Bhatia while commenting on the reason for opting Euro RSCG, said, “Euro RSCG understood the brand thoroughly, creatively and strategically their approach to the brand was bang on.”
Bhatia also expressed confidence in Satbir Singh’s creative expertise. Singh, who is the Vice-President, Creative, Euro RSCG, has been subscribing to the UK edition of Maxim for a couple of years now and is quite passionate about the magazine. He said, “We did a creative presentation that clicked for us. What we presented went in the same direction as what the client was thinking. We put our best foot forward and that clicked.”
Elaborating on their role, Singh said, “Our role will be that of a partner to the client on the communication bit both on the above the line and below the line front.”
The launch campaign, which is being done by the agency, is in progress right now and will be up and running by December-end.
The Indian edition of Maxim is also on the looking for a PR agency. Given the brand which stands for its uniqueness and defies the conventional PR formula that is practiced widely, its PR strategy is also a little different, which reads “to hell with political correctness, its time to party.”