Zee Media Corporation has appointed Mullen Lintas as its creative agency following a multi-agency pitch.
The agency’s mandate is for Zee News, Zee Business, Zee Hindustan, Zee 24 Ghanta, Zee 24 Taas, Zee 24 Kalak and Zee Digital.
Sujeet Mishra, marketing head, Zee Media, said, “Zee media is the strongest news network in India with multiple channels offering news across the country including vernacular. News viewers have shown great content affinity for Zee. The task at hand is to take the brand story forward and allow Zee media brands to lead a new thinking. The most striking elements about Mullen Lintas’ pitch was its ability to get the task articulated very clearly. In a multi-agency pitch process, the strategic and creative illustration of the challenge was very convincing. And we decided to partner with Mullen Lintas.”
Vikas Mehta, CEO, Mullen Lintas, said, “With its tremendous reach and following, Zee Media is a powerhouse that informs India, in its several native languages. This quality mandates the brand to speak from a point of authenticity, which is way ahead of several media houses. We are delighted to be named their partners in shaping this brand, and starting this journey in a milestone year where India goes to vote. We aim to bring the best of our challenger thinking to help Zee Media, build a lasting bond with their audiences.”
Syed Amjad Ali, president, Mullen Lintas, added, “It was an exciting brief to crack. We breathe news, breaking news, biased news, fake news, divisive news, etc. News talks to us from within, and has become part of our sub-conscious. And each one of us at Mullen are designed like that. We leveraged this collective thinking and put it to use for Zee Media. Quite natural for us to find a meaning for Zee which resonated with them”.
The business will be handled by the Mullen Lintas' office in Delhi (NCR), where a bespoke team has been set up for Zee Media.