Dainik Bhaskar Group ropes in Meridian as creative partner
09 Nov 2010
The Dainik Bhaskar Group has awarded its creative duties to Meridian. The agency will come on board on 15 November and will handle the creatives for Dainik Bhaskar and Divya Bhaskar.
The development marks the end of the Group's association with Euro RSCG, which had bagged the mandate in 2005.
"I have been an agency person and believe that both the agency and the client invests a lot in the relationship. However, at times, there comes a phase where you might need to take some uncomfortable decisions. This was one of them," said Sanjeev Kotnala, vice-president, marketing and communications, Dainik Bhaskar Group.
He added that the Group was on the lookout for a fresh perspective and approach, hence the call to rope in another agency.
No formal pitch process preceded awarding the mandate to Meridian with Kotnala saying that they had been watching the work of few of the agencies. ''Our discussion with team at Meridian has been most fruitful and hence, we have signed with them.''
Euro RSCG had worked on the 'Zidd Karo, Duniya Badlo' campaign for the Group featuring Mahendra Singh Dhoni besides various other campaigns led by print.
It had also created TV commercials and corporate ads for DB Corp's initial public offering in 2009.
