Campaign India Team
Nov 10, 2010

Meridian to handle creative duties for Dainik Bhaskar group

The Group terms the change of agency as an “uncomfortable decision”.

Meridian to handle creative duties for Dainik Bhaskar group

Following media reports of Euro RSCG being “sacked” or “resigned” from handling the creative mandate for Dainik Bhaskar Group, the publication group has confirmed that Meridian will be handling the duties. 

Confirming the developments, Sanjeev Kotnala, vice-president, marketing and communications, Dainik Bhaskar Group, said, “This is a parting of ways. Resign and sacking are not the way to describe the end of this fruitful relationship, as has been reported in some media.  I have been an agency person and believe that both the agency and the client invests a lot in the relationship but at times there comes a phase where you might need to take some uncomfortable decisions. This was one of them.” 

On Euro RSCG’s exit, Kotnala said, “We respect the agency for the work they had done on the brands Dainik Bhaskar and Divya Bhaskar through our five year association. At the same time, we believe in this relationship we have got into some blinkered working and there is a need for a different perspective and approach.” 

Kotnala informed that there was no pitch called for while appointing the new agency. He said, “We have been watching work of a few of the agencies and looked at a team that wants to do exciting innovative work on the brand. Our discussion with team at Meridian has been most fruitful and hence we have signed with them. They come on board from November 15.” 

Rensil D'Silva, Executive Creative Director, Meridian, added, “We are delighted to be assigned the business. Dainik Bhaskar is both an exciting brand and a great product. We look forward to doing some great work.” 

“We do believe that Meridian has the capability and conceptual clarity on the brand. And that they will deliver the results. There is also a definite advantage of them having a team that can really overlap between a thought encapsulated in Hindi for the reader and an English communication in B2B environment,” Kotnala explained. 

Source:
Campaign India

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