TBWA wins creative business for Meow FM and Mail Today
26 Mar 2009
TBWA has won the creative businesses for Meow FM, the radio channel and Mail Today, the compact daily of the India Today Group. The business will be handled by the Delhi branch of TBWA.
The creative duties for Meow FM have been handled by two agencies in the past. Fortune Communications and V&S, a Delhi-based creative agency.
The creative duties for Mail Today, since the very beginning, have been with Capital Advertising. Zenith Optimedia was the custodian of the media duties for the brands. Now, the media will be handled in-house.
The advertising and media spends for both the brands combined will be Rs 10-15 crore. The two brands have mainly communicated through print and OOH media.
Both Meow FM and Mail Today were launched in 2007. Meow FM, the radio channel by Radio Today Broadcasting, has become the talk of the town as the first talk-based women-centric radio channel, 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 M
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