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Animax creative business up for grabs

31-August-2004
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Animax creative business up for grabs

The new ‘kid’ on the block, Animax has decided to look for a new creative agency. In the course, the channel has called for a pitch. While channel officials haven’t divulged the size of the business, sources inform that the size of the business is comparable to other players of the kids’ genre.

The business is currently, by default, under the custodianship of Equus Advertising. The agency is taking care of sister channel AXN. The other agencies that the channel is in talks with are Euro RSCG, rmg david, Contract Advertising and McCann.

Speaking on why the channel opted to look for an independent advertising agency for Animax, Rohit Bhandari, AVP, Marketing and Sales, Animax and AXN expresses, “Every thing about both the channels, as far as content and approach is concerned, is different. We wanted them to be treated separately as well. At the same time, the target of the two has an overlap. There are chances of replication here and we wanted to avoid that.”

The channel made a mark on Indian television on July 5, 2004. The main differentiator of the channel is that it constitutes only Japanese anime. As far as numbers are concerned, Animax hasn’t delivered large figures yet but officials explain that the channel needs just some more time to get its own loyalists.

Equus has catered to the creative needs of the channel so far on a project basis. After a decision on the channel’s creative agency is taken, Equus would continue to handle the creative responsibilities of AXN.

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