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Aaj Tak media account goes to Everest

10-August-2004
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Aaj Tak media account goes to Everest

Everest has won the Aaj Tak account, confirmed Rajesh Sheshadri, Senior Manager (Marketing), Aaj Tak. The account is pegged at Rs 4-5 crore in terms of media spend. Until now, the company was relying on in-house advertising.

“As we wanted to start a new campaign, we called for a pitch. Advertising agencies like Leo Burnett, RK Swamy/BBDO and Contract had participated. However, we chose Everest over others because we felt their presentation was best suited for our proposed campaign,” said Sheshadri.

Asked why they decided to hire an external agency, Sheshadri responded, “It’s not a question of in-house or not. What we concentrated on was what would a new campaign do to the brand. We believed that Everest could do a good job with it. People would get to know about the media campaign in about two months.”

Speaking on the win, Everest president Mahesh Chauhan said, “It’s a fantastic start for us. I think our presentations clicked very well. The clincher was, of course, our creative director Milind Dhalmade. We had a tough competition with some of the top agencies in the fray. So I guess it’s a sign of things to come in favour and we are very positive about it.”

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