NEW DELHI Jagran Prakash, India's leading media house, has handed M&C Saatchi India the creative brief of its new compact daily, due to hit the stands this month.
The size of the business is thought to be worth around US$1.1 million. M& C Saatchi bagged the account in a three-way competitive pitch that included Brand Curry and TBWA India. Brand Curry also handles the radio venture of the Jagran Group.
Titled i next, the compact daily has been developed to target consumers with a youthful mindset. "This product will reflect the needs and aspirations of readers who seek a wide spectrum of knowledge and information,"said Kamal Oberoi, chairman and MD, M&C Saatchi India.
The agency has a creative brief to promote the product as one with a different identity from Jagran Prakash's core brand, Dainik Jagran, the highest-circulating daily in India. Pavan R Chawla has been named editor of i next.
"Aspirations and ambitions are evolving in India, not just in the metros or among the English-speaking public, but also in the Hindi-speaking community,"explained Shailesh Gupta, director, Jagran Prakash. "People are seeking a new vehicle to express their aspirations, ambitions and attitudes and that is what we are in the process of creating."
