Grey India bags creative duties for Reliance Broadcast Network brands

Following a multi-agency pitch process in Delhi, Reliance Broadcast Network Limited (RBNL) has entrusted Grey India with its creative duties.

The agency’s Delhi office will handle the duties of Big FM, besides TV channels Big Magic (UP, MP, Bihar and Jharkhand) and Spark Punjabi (part of Big CBS). Grey Mumbai will handle the creative duties for channels Big CBS Prime, Big CBS Love and Big RTL Thrill.

On the win, Dheeraj Sinha, chief strategy officer, South and South East Asia, Grey, said, “This was a pitch which didn't feel like one. It felt like we were partners discussing strategy and responding to creative ideas. The vibe between the teams on both sides has been great and that to my mind is the biggest starting point to a successful partnership. I am fascinated by the role of media in today's changing cultural landscape and see a big opportunity for us in this space, especially with the width of offering Reliance Broadcast Network has across radio and television. We look forward to redefining some codes in this space.”

“As usual we didn’t approach the creative through traditional above the line advertising. We tried to find solutions for Big FM, whether they came through programming, slugs, on-ground activation, events or digital ideas. Most importantly we had great fun working on the pitch and that obviously showed in the work we presented,” added Amit Akali, EVP and national creative director, Grey India.

Dip Sengupta, VP and branch head, Grey Delhi, added, “When we entered the fray, it was for the radio business, a hugely exciting opportunity. What makes the win sweeter is being awarded the mandate for the entire RBNL portfolio.”