Big TV, the recently launched direct to home (DTH) venture of the Reliance ADA Group, has split its creative duties between Mudra and Leo Burnett, both of which are on the company’s roster.
The ad spends are pegged to be more than Rs 60 crore.
Till now, only Mudra was handling Big TV; it was responsible for the launch campaign, ‘TV Ho Toh Big Ho, Varna Na Ho’, which was rolled out three months ago. Following that were capsule campaigns for other features, including the most recent ‘32 Cinema Halls’ one.
Arvind Sharma, chairman, Leo Burnett India, tells, that while Mudra will handle outdoor and print for Big TV, Burnett has been given the responsibility of crafting creatives for television and radio.
However, Sanjay Behl, group head, brand and marketing, Reliance Communications, clarifies, “Mudra is the lead agency for the Big TV campaign and Leo Burnett is the secondary agency on the account. We have the concept of a multi-agency pool where we can chose either of the agency to handle a campaign,”
Behl adds, “The account has not been spilt according to the media vehicles to be leveraged. It’s just that Leo Burnett will also handle the account, along with Mudra.”
Madhukar Kamath, MD and CEO, Mudra Group, tells, “Burnett as one of the club agencies on the RCom roster will come in and do projects. Could be TV, radio, print or even a leaflet! This has always been the practice at RCom.”
He further explains, “The truth on the RCom account is that while Burnett was the agency on Mobility, DDB Mudra and TribalDDB had also done films and projects for Reliance Mobile. That didn’t make us the lead agency for Mobility, of course. Just like it doesn’t make Burnett the ‘film and print’ agency for Big TV.”
Bobby Pawar, chief creative officer, Mudra, says, “Most of the strategic work will be done by Mudra and a couple of TV spots will be handled by Leo Burnett.”