EPIC selects communication partners for its launch campaign

iContract, MSLGROUP, Jack in the Box and Madison Media signed on for a 360 degree launch strategy matching its differentiated content ideology

BestMediaInfo Bureau | Delhi | July 22, 2013

EPIC, India's first genre specific Hindi entertainment channel with content centered on Indian history, mythology and folklore, is gearing up for its launch slated for August 2013, subject to regulatory approvals. EPIC has collaborated with specialised creative and communication agencies to initiate a comprehensive launch campaign that is designed to excite, engage and connect with audiences through multiple touch points.

IContract, part of Contract Advertising and WPP Group, has been appointed to manage the creative and brand building duties for the channel, while Madison Media has been assigned the media buying and planning mandate.

MSL Group has been handling the channel's public relations, while Jack in the Box Worldwide, the content-for-brands arm of Bang Bang Films, has been selected to manage all digital communication for EPIC.

Epic's agency decision comes after a month-long process of agency pitches for each of the mandates. Commenting on these partnerships, Aparna Pandey, Business Head, EPIC, said, “EPIC is a differentiated channel that will present meaningful entertainment against an innovative backdrop. Therefore, we were searching for partners who would exemplify fresh and enlightening approach in ideas and thought process. There was so much of creativity in all the agencies we met; however, our selected partners had something different to offer, which appealed to all of us at EPIC. We are confident that our brand will be portrayed exactly like we perceive it, with the help and support of our partner agencies.”

Rana Barua, COO, Contract India, said, “I am excited that the management of EPIC Television Networks has entrusted iContract with their trust and faith in launching the channel. iContract is one of our key offerings which merges the world of digital, experiential and mainline with powerful and effective media neutral ideas and am confident that the launch will be successful.”

Vanita Keswani, COO, Madison Media Sigma, commented, “We are delighted to be helping India's first digital channel with their launch strategy in the dynamic digitising cable TV scenario and we are looking forward to a long and mutually beneficial relationship.”

Speaking on the win, Prashanth Challapalli, Business Head, Jack in the Box, said, "EPIC is a completely new genre of programming in the television entertainment space. India has a rich history, and the prospect of telling these stories in the digital medium is really exciting. Our mandate is to create awareness and more importantly relevance for the brand in the online space.”

The launch of EPIC is a significant milestone in the Indian media landscape as it pioneers the opening of a new category in Hindi entertainment termed as 'segmented'. EPIC will have action, drama, comedy, supernatural and narrative non-fiction content, set against Indian historic and mythological eras. The stories will be innovative with high production quality and a distinct look & feel that will appeal to both men and women. EPIC will be the only channel to have shot at real locations in HD. Many well-known production houses will be producing shows for the channel. The programming strategy will contain a mix of fiction shows, narrative non-fiction shows, short form content as well as films at launch.

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