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Grey bags creative duties of multiple brands from RBNL stable

Grey Delhi will handle Big FM, Big Magic and Spark Punjabi, while Grey Mumbai will handle Big CBS Prime, Big CBS Love and Big RTL Thrill

BestMediaInfo Bureau | Delhi | April 15, 2013

Post a multi-agency pitch process in Delhi, Reliance Broadcast Network Limited (RBNL) has entrusted Grey India with its creative duties. The pitch process saw participation by several leading agencies. Grey Delhi will handle Big FM, Big Magic (UP, MP, Bihar and Jharkhand)  and Spark Punjabi (part of Big CBS), while Grey Mumbai will handle Big CBS Prime, Big CBS Love and Big RTL Thrill.

Dheeraj Sinha, Grey’s Chief Strategy Officer, South & South East Asia, said, “This was a pitch which didn't feel like one. It felt like we were partners discussing strategy and responding to creative ideas. The vibe between the teams on both sides has been great and that to my mind is the biggest starting point to a successful partnership. I am fascinated by the role of media in today's changing cultural landscape and see a ‘Big’ opportunity for us in this space, especially with the width of offering Reliance Broadcast Network has across radio and television. We look forward to redefining some codes in this space.”

Dip Sengupta, VP and Branch Head, Grey Delhi, said, “It’s a big win for Grey India. When we entered the fray it was for the radio business, a hugely exciting opportunity. What makes the win sweeter is being awarded the mandate for the entire RBNL portfolio. What helped was the fabulous chemistry with the client, along with hunger, passion and some sparkling work!”

“As usual we didn’t approach the creative through traditional above the line advertising. We tried to find solutions for Big FM, whether they came through programming, slugs, on-ground activation, events or digital ideas. Most importantly, we had great fun working on the pitch and that obviously showed in the work we presented,” commented Amit Akali , EVP and National Creative Director of Grey India.

Said Jishnu Sen, CEO & President, Grey India, “Delhi is a priority market and starting the year with this win is of huge significance for the agency. It's like having 15 runs to make off the last over and hitting the first ball for a six!”


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