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Initiative Media bags new business

11-December-2002
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Initiative Media bags new business

Initiative Media has bagged Rs 8 crore media planning and buying account of Calcutta based JG Hosiery (Brand: Amul under garments). The account was earlier handled by Zenith Media. The business will be handled by the agency's Calcutta office.

Sandeep Seksaria, Director, JG Hosiery, confirming the arrangement, said, "The value proposition brought to the table by Initiative Media has been compelling, and we look forward to working with Initiative Media. We hope to build a strong partnership and grow the relationship from strength to strength"

Ashish Bhasin, President, Initiative Media believes that the win would help in establishing Initiative Media as a strong agency in Calcutta. Ha says, "We are very happy with this victory. Winning this account makes our position formidable in Calcutta". He adds, "We have had a new business boom this year. We are currently operating at a 100% success rate on new business"

It is the agency's third AoR account in Calcutta. Initiative Media, Calcutta also handles ITC and Eveready AoRs.

Though it will be a multimedia campaign, TV would be the main medium. S Yesudas, Vice President, Initiative Media, though refused to divulge any details of the media plan or any specifications, said, "The Amul campaign has already broken with the winter care range on TV. Various ranges of Amul products will be communicated to the relevant consumers through our effective and efficient planning and buying approach". He adds, "Our philosophy is to deliver more than what's promised, consistently."

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