UTV Global Broadcasting has brought Motivator and Taproot on board to handle the media and creative duties of all its channels, respectively.
The agencies bagged the account without a pitch.
Taproot, which will work with UTV on a four-project basis, will provide strategic consultation leading to creative execution. Said Agnello Dias, founder and chief creative officer, Taproot, "The biggest challenge for UTV is to rise above the perception of being a producer of block-buster Bollywood movies to that of a producer with a basket of offerings including five television channels: Bindaas, Bloomberg UTVi, UTV Movies, World Movies and UTV Action."
"It is a formidable player in the television space and that positioning needs to be communicated," added Dias.
Said Rajul Kulshreshtha, managing director, Motivator, "Our association with UTV will look beyond media plans and just putting advertisements on air. We are involved in innovative content development, marketing, and other such initiatives that will see UTV become more relevant in the various spaces it operates in."
The campaign is expected to break in January 2010.