TBWA wins creative duties for Meow FM and Mail Today

TBWA has won the creative businesses for Meow FM, the radio channel and Mail Today, the compact daily owned by the India Today Group. The win follows a multi-agency pitch which included Pickle Advertising and Mail Today’s incumbent agency, Capital Advertising. The Delhi branch of TBWA will handle the business.

Devesh Rai G, marketing head on both the brands, and Nirmalya Sen, chief operating officer, TBWA India, North confirmed the news.

Zenith Optimedia was previously responsible for the media duties for the brands. The media will now be handled in-house.

The two brands have mainly communicated through print and OOH media. The combined advertising and media spends for both the brands will be Rs 10-15 crore.

Nirmalya Sen, chief operating officer, North, TBWA India, commented on the win, “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.”

Devesh Rai G of Mail Today explained the reasoning behind the selection of TBWA, “TBWA’s disruptive thinking and creative solutions will give our brands the edge they deserve in their respective categories.”

Both Mail Today and Meow FM were launched in 2007. Mail Today is a compact newspaper published through a joint venture with the UK based Associated Newspapers, publishers of the Daily Mail. The brand has been competing against huge daily brands such as the Times of India and Hindustan Times. Meow FM, the radio channel by Radio Today Broadcasting, has earned a reputation as the first talk-based women-centric radio channel, which has worked well for it in the niche radio business.