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Lokmat Media appoints Paperboat Brandworks as its creative AoR

The agency won the account in a multi-agency pitch and will take care of the through-the-line creative communication solutions for the brand

BestMediaInfo Bureau | Mumbai | February 24, 2017

Lokmat-Corporate-150Lokmat Media has recently appointed Paperboat Brandworks as its creative AoR (Agency on Record) for its flagship Marathi newspaper Lokmat after a multi-agency pitch process in Mumbai. The agency would be responsible for developing through-the-line creative communication solutions for the brand.

Paperboat Brandworks is a Mumbai-based creative communications agency co-founded by Arijit Ray (Former CEO, Dentsu Communications), Arindam Sengupta and Raju Gondhlekar (both former creative heads at RK Swamy BBDO).

Shalini Gupta Shalini Gupta

Commenting on the new partnership, Shalini Gupta, Vice-President, Brand and Communication, Lokmat Media, said, “Every media house is aiming towards the next level of growth owing to the transition period of environmental or category changes on the basis of the growing needs of its readers. Lokmat has charted a distinct growth path across various divisions and this new partnership will only complement that. We hope to get a fresh communication approach and new learnings from Paperboat. My hearty congratulations to the team at Paperboat and I look forward to a fulfilling partnership.”

Arindam Sengupta Arindam Sengupta

Speaking on the account win, Arindam Sengupta, Co-Founder and Managing Partner, Paperboat Brandworks, added, “We are really excited to have got the opportunity to infuse our creative skills on a brand like Lokmat. Good creative solutions are direct results of the openness, enthusiasm and involvement of the team, and here we are very pleased to see that the agency-client wavelengths match. We look forward to partnering the brand teams towards building creative ideas and concepts that are sharp, refreshing and hugely relevant in the current times.”

Arijit Ray Arijit Ray

Speaking on the account win, Arijit Ray, Co-Founder and Managing Partner, Paperboat Brandworks, commented, “Lokmat is one of the most trusted brands of Maharashtra, with highest readership and reach. We are really looking forward to working closely with the brand team at Lokmat to help leverage this leadership by creating memorable & highly relevant communication contexts.”

Raju Gondhlekar Raju Gondhlekar

“One of the fundamental reasons for Lokmat’s success is its connection with the readers. The content and language connect, from grass-roots to top-end, is a strong motivator to do great creative work at multiple-points using Maharashtrian sensibilities and cultural nuances bringing out the core brand strengths in simple meaningful and memorable ways," added Raju Gondhlekar, Co-Founder and Managing Partner, Paperboat.


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