UTV’s Hungama TV takes its hunt for a creative and media agency to stage two. Following a multi-agency credential presentation, the upcoming kids’ channel has finalised two agencies each for its advertising and media responsibilities. The final call on the agencies for the estimated Rs 8-10-crore account will be taken by mid-May.
Including creative and media, eight agencies were invited for the initial presentations. And of these, JW Thompson and Lowe India have been short-listed for the final pitch for the creative part of the business, while Starcom and Mediacom will fray for the media space.
As to what is the channel’s objective of the activity, Purnendu Bose, COO, Hungama TV, informs, “Communicating to kids will play a very important role for the channel. We have to identify the right places where we can establish a connect with our precise TG and so we need the professional help.”
Shalini Rawla, VP, Content and Communication, explains more about the role expected from the creative agency. “The agency will help in launching the brand. The idea is to accentuate the differentiation in our positioning and bring it to fore. We have to ensure that our media campaign projects the essence of our offering and that is what we expect from the agency,” she says.
The respective agencies will make their presentations this week. “We’ll see how well have the agencies understood our objective and how do they intend to take our plans forward. Based on that, we will take the decisions by mid-May,” adds Rawla.
Hungama TV is targeted at the 4-15 age group. The channel plans on separate primetime for different age groups. One major challenge that Hungama TV faces in kids’ space is that it is not affiliated to any channel or distribution platform yet. What medium will the channel advertise on? “That is the challenge. Our TG does not really involve in print or radio. This is the reason why we are getting our agencies in place. They have to come up with very innovative solutions to address this problem,” explains Bose.