Following a multi-agency pitch, the Express Group has appointed Leo Burnett as its creative agency.
The incumbent agency is Vyas Gianetti Creative (VGC). The media duties are handled in-house.
Leo Burnett Mumbai will handle Loksatta and Screen while Leo Burnett Delhi will handle Indian Express and Financial Express. The reasons for this division are that Loksatta is a Marathi newspaper, which is widely read in Maharashtra, and Screen is all about the film industry, which is focused in Mumbai. The Mumbai office will therefore have an opportunity to work closely with the brands.
Samir Gangahar, executive director, Leo Burnett Delhi reacted to the win, “The Express Group, especially Indian Express, is one of the most trusted brands in the country. The Group has a lot of heritage and equity attached to it and we will help it build it over the years.”
Gangahar commented on the possibility of getting celebrity endorsers, “We have started some work on the brand, but as of now, it is too premature to comment whether a celebrity would be endorsing the brand or not.”
Pavita Puri, group brand head, The Express Group explained the choice of Leo Burnett, “Leo Burnett’s fresh perspective on the category and the novelty in its creative expression prompted us to select the agency as our partner. They will be a great ally in meeting our desired business and marketing objectives.”
The brand will be promoted via the usual media vehicles, such as print, TV, OOH, digital and BTL.