TBWA\India bags creative duties for The New Indian Express

The account will be handled out of Chennai office; it was a multi-agency pitch.

BestMediaInfo Bureau | Delhi | June 3, 2011

Following a multi-agency pitch, the Chennai office of TBWA\India has won the creative mandate for the newspaper brand, the New Indian Express - a part of the Chennai-based Express Publications (Madurai) Ltd.

Confirming the development, V. Natarajan, Vice president - Marketing, The New Indian Express Group, said, “The New Indian Express is a strong brand in the South and Orissa with its wide reach and is ranked the 8^th largest English daily with a readership of 1.5 million (source IRS Q4 Total Readership figures). The New Indian Express is on a path of growth and the well know journalist and media personality  Mr. Prabhu Chawla has recently joined us as the Editorial Director. In this phase we feel that TBWA's disruptive thinking and their creative approach will give our brand the necessary thrust to not only consolidate our position, but also grow exponentially.”

Elated at the win Nirmalya Sen, Managing Director TBWA\ India said, “Nothing excites us more than an opportunity to work on a challenger brand. And this brand is a challenger by its very DNA. We are looking forward to disrupt conventions in the category to help brand New Indian Express to go to its next level of growth in the Southern markets and Orissa.”

Arindam Sengupta, Vice President TBWA\India, said, “We are delighted that The New Indian Express share our belief in Disruption and chose us to be their creative partner. We expect to execute what we call a 'Media Arts' plan which identifies the brand space and how the brand should behave across various touch points. The scope to do some really disruptive work is immense and we are eagerly looking forward to it.”

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