NDTV Good Times selects Grasshoppers as creative agency

The agency was selected following a multi-agency pitch held in Delhi. It will manage the channel's mainline communication

BestMediaInfo Bureau | Delhi | July 14, 2015

India's premier lifestyle entertainment television channel, NDTV Good Times, has appointed Grasshoppers India as its creative agency. The agency's mandate is to develop innovative and edgy communication that creates and maintains the channel's young and Indian image in the minds of socially upbeat, well-travelled, cosmopolitan viewers who want to live in style, admire fashion, are adventurous about food and travel and want more out of every moment in life.

Arati Singh

Grasshoppers won the business following a multi-agency pitch in which three Delhi-based agencies participated. Arati Singh, Channel Head, NDTV Good Times, said, “The work pitched was fresh, fun and unconventional. It was vibrant and young reflecting exactly what the channel is. The communication, as it was supposed to be, was crisp keeping in mind that it is the young, ambitious and daring Indian youth that it is targeted towards.”

Grasshoppers will manage the channel's mainline communication in order to reach out to its consumers across various touch-points. The mandate includes advertising, outdoor branding, radio jingles, online creatives and on-ground event collateral.

Arjun Banerjee

Arjun Banerjee, Grasshoppers' Director, stated, “Working for a TV channel brand, a first for us, will be exciting because the dynamic nature of the TV industry requires the agency to be extremely innovative for the campaign to stand out from the clutter and interest the target audience. Since NDTV Good Times is known for its impulsive, interactive and action-oriented content and programming, there is a lot of scope for us to create edgy creatives which will appeal to the youth and encourage them to embrace the channel's ideology of '#LiveYoung #LiveIndian'.”

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