Channel [V] assigns creative mandate to JWT India

Channel [V] has assigned its creative duties to JWT India. Anupam Vasudev, EVP- marketing, STAR India has confirmed the news to Campaign India.

Talking about the development, he said, “JWT India already handles three channels from the STAR portfolio which includes STAR World, STAR Movies and STAR One. And now they would also be handling Channel [V].”

He further added, “There was no formal pitch involved. We did talk to a few agencies but we already had an existing working relationship with JWT and decided in favour of them. ”

It may be recalled that Channel [V]’s relaunch, which took place in August 2009 was handled by Lowe, as part of a project based assignment last year.

Lowe had created a new baseline for the channel, ‘Bloody cool’.

The relaunch signalled Channel [V]’s aggressive push for non-music content with new shows that the channel had launched.

The channel decided to make the programming changes based on a study conducted over three months amongst 4000 respondents, which revealed that youngsters would want content that taps into youth issues and sentiments like peer pressure, relationships, grooming and looks, adventure and entertainment.