RBNL's Big Magic appoints Purple Focus for its creatives

Reliance Broadcast Network Ltd’s (RBNL) new Hindi entertainment channel, Big Magic, has appointed Purple Focus to handle its creative mandate and brand duties. The ad spend on the business is pegged at around Rs 10 crore.

e4m by exchange4media Mumbai Bureau
Updated: Apr 29, 2011 9:12 AM
RBNL's Big Magic appoints Purple Focus for its creatives

Reliance Broadcast Network Ltd’s (RBNL) new Hindi entertainment channel, Big Magic, has appointed Purple Focus to handle its creative mandate and brand duties. The ad spend on the business is pegged at around Rs 10 crore.

Confirming the development Sunil Kumaran, Business Head, Big Magic, said, “It is a pleasure establishing our relationship with Purple Focus. We have seen the enthusiasm and passion in Team Purple towards our new venture. They came up with some path-breaking creatives and ideas, which seem to establish a wonderful connect between our audience and the channel. The Hindi heartland represents 30 per cent of India’s population and we wanted an agency that belongs to that genre.”

Rahul Vaidya, Director, Purple Focus Pvt Ltd, added here, “Our deep connect with the street sensibilities and an intuitive understanding of the minds and hearts of India worked in our favour to win the mandate. It’s a great honour to be associated with Big Magic and working with them will give us a new impetus to do justice to our goodwill.”

Being positioned for the core Hindi heartland, featuring locally relevant entertainment around humour, music and bollywood entertainment, Big Magic, will offer an effective platform for enhanced reach in the targeted markets for its brands, both national as well as regional.

P Murali Gopal, Executive Director, Purple Focus, said, “Our knowledge and great understanding of ‘The Real India’ and the creative strength we brought on to the table, with a brand promise, got us account. Looking at the TG, we thought of coming up with something desi and full of fun. The ‘Smile Please!’ campaign is based on the ‘never say die’ attitude of an ‘aam aadmi’ living on streets of UP, MP and Bihar – people who think beyond problems and difficulties in life and never lose their sense of humour; or the people who have the audacity to find pun in their everyday lives or even those real heroes who look for humour as an escape and a way of entertainment in their daily monotonous routines.”

Big Magic will be distributed across all cable operators across the states of Uttar Pradesh, Madhya Pradesh and Bihar and spread across the likes of DEN, Digicable, WWIL, Hathway, Darsh, Maurya and others, reaching about 10 million households. The channel will be placed on S-band, ensuring it is among the first 30 channels on the television sets.
 

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