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Dainik Bhaskar Group Gives Creative Mandate To Meridian

Denies reports of Euro RSCG resigning from creative duties.

Rajat Arora | Delhi | November 8, 2010

Dainik Bhaskar Group has appointed Meridian Communications, the full services creative agency of Ogilvy India, for its creative duties. Euro RSCG is the incumbent on the account which had reportedly resigned according to some media reports.

But Sanjeev Kotnala, VP, Brand Communications, Dainik Bhaskar Group, confronts the media reports saying, “This is a parting of ways. Resign and sacking are not the way to describe the end of this fruitful relationship. I have been an agency person and believe that both the agency and the client invests a lot in the relationship but at times there comes a phase where you might need to take some uncomfortable decisions. This was one of them.”

Kotnala adds, “We respect Euro RSCG for the work they had done on the brands Dainik Bhaskar and Divya Bhaskar in our 5 year association. Dhoni campaign - ZID KARO DUNIYA BADLO being a landmark in itself.  At the same time we believe in this relationship we have got into some blinkered working and there is a need for a different perspective and approach.”

On the selection process, Kotnala said, “There was no Pitch called for, we have been toying with this idea and as there was a need for definite shift. We did not ask EURO to pitch. We know the capabilities and approach EURO has and the 5 year client-agency relationship has been built on it. So calling EURO to pitch again was not a solution. We have been watching work of few of the agencies and looked at a team that will really be willing to do exciting innovative work on the brand. Our discussion with team at Meridian has been most fruitful and hence we have signed with them. They come on board on 15th of this month.”

On this development, Rensil D'Silva, Executive Creative Director, Meridian Communications said, "We are delighted to be assigned the business. Dainik Bhaskar is both an exciting brand and a great product. We look forward to doing some great work."

On choosing Meridian as its creative partner, Sanjeev Kotnala adds, “We do believe that Meridian has the capability and conceptual clarity on the brand. And that they will deliver the results. There is also a definite advantage of their team that can really overlap between a thought encapsulated in Hindi for the reader and an English communication in B2B environment. I look forward to working with Meridian.”

Rajat.Arora@BestMediaInfo.com

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