TBWA bags creative duties for Meow FM and Mail Today

Rahul Kapoor - Televisionpoint.com | New Delhi
Following a multi-agency pitch, TBWA India has bagged the creative duties for Meow FM, the radio channel by Radio Today Broadcasting, and Mail Today, the compact daily owned by the India Today Group.

The business will be handled by the Delhi branch of TBWA India. The account size is expected to be Rs 12 crore.

The incumbent agencies for Mail Today and Meow FM are Capital Advertising and VNS, respectively. The other agencies, which participated in the pitch process, included Pickle Advertising and Capital Advertising.

Devesh Rai, marketing head for both the brands, says, "We believe TBWA's disruptive thinking and creative solutions will give our brands the edge they deserve in their respective categories."

Nirmalya Sen, chief operating officer, TBWA India, North, says, "We are delighted Mail Today and Meow FM picked us. Both are challenger brands and TBWA is best placed with its philosophy, disruption, to partner them in their quest for thought leadership."

The creative duties for Meow FM have been handled by two agencies Fortune Communications, the second agency of JWT; and V&S, a Delhi based creative agency, in the past. While, the creative duties for Mail Today have been with Capital Advertising, since the launch of the daily.

Zenith Optimedia was the custodian of the media duties for both the brands. Now, the media will be handled in-house, according to Devesh Rai.

Both Meow FM and Mail Today were launched in 2007. Meow FM is the first talk-based women-centric radio channel in the country, which has worked well for it in the niche radio business.

Mail Today is a compact newspaper published through a joint venture with the UK based Associated Newspapers, publishers of the Daily Mail. The brand competes with the Times of India and Hindustan Times in the Northern markets.