Following a multi-agency pitch, O&M Delhi has bagged the creative duties for ‘mint’, the compact business newspaper from HT Media that hits the stands on Thursday, February 1, 2007, in the Delhi and Mumbai markets. Rajan Bhalla, Publisher of ‘mint’, confirmed this development. The account size is Rs 18-20 crore.
Said Bhalla, “It was a multi-agency pitch in which various creative agencies participated. We selected O&M as they had a clear understanding of the ‘mint’ business newspaper. They understood the strategy and their creativity was very good.”
Said an elated Sanjay Thapar, O&M, Delhi, President, “We are doing a full communication package for the launch of ‘mint’. We are extremely excited about the launch as it’s a good start for the Delhi branch this year. It’s the first campaign we are breaking in 2007.”
Bhalla informed that O&M would be working on a strong 360-degree marketing plan that would include print, TV, radio, cinema, outdoor, Internet and below-the-line activities. The print campaign broke on February 1 in Hindustan Times, its Hindi daily Hindustan, HT’s online edition, and business magazines.
The TVC will be aired on all news and business channels in the first week of February. The TVC’s main message is “Tired of complicated business papers? Refreshing clarity in business with mint”.
Radio spots will be aired on various FM channels. The outdoor campaign will be put up in Delhi and Mumbai. The ads will also run in cinema halls in the two cities. There will be contests, mailers, etc., on the Internet.
For the record, HT Media’s advertising is handled by O&M while Lowe handles HT Fever, the print major’s radio venture. For ‘mint’, HT Media went in for a full-fledged pitch.