Home News & Update English Dentsu Impact Bagged The Digital Mandate For The Radio Business Of HT Media Group

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Dentsu Impact Bagged The Digital Mandate For The Radio Business Of HT Media Group


The Hindustan Times(HT) has awarded the digital mandate of all its three radio businesses to Dentsu Impact, the creative agency from, has added another new mandate to its recently established, Dentsu Impact Digital. The agency has been awarded the digital mandate for all three radio businesses of the HT Media Group. The agency already handles the mainline creative work for the three brands- Fever FM, Radio Nasha and Radio One and with the consolidation of the digital mandate, the team looks at ensuring a stronger consolidation of the offline and online platforms for the brands. Dentsu Impact, the social media division from the house of Dentsu Aegis Network also handles the creative duties for Hindustan Times and Hindustan Hindi — the two dailies from the HT Media group.

Last week, the agency along with smartphone maker Vivo was dragged to court by Ogilvy India over allegations of plagiarism. ATo which the Bombay High Court last week passed an interim order, asking Vivo to deposit Rs 1 crore or furnish a bank guarantee. The issue is yet in court and the next hearing is on November 22. This month, Apart from the controversy, the agency was in the news for its campaign for the Hindi daily Hindustan, from the HT Media Group, titled ‘Aathwa Phera’ which garnered a huge positive response, the campaign focuses on the importance of an equal status that both husband and wife should enjoy in a marriage.

Rajan Bhalla, Chief Marketing Officer, HT Media, said, “We have been associated with Dentsu Impact for a long time and have immense trust in the capabilities of the team. The agency’s forward-thinking approach in embracing the evolving market today and the intent of giving us synergized solutions for digital and offline is something that helped us come to this decision. We hope to see some great work being rolled out soon.”

Amit Wadhwa, President, Dentsu Impact, said, “At Dentsu Impact, we have a clear vision of becoming a truly digitally enabled agency, and that was the thinking behind setting up our social media division. It is extremely encouraging to see clients embrace our vision and see the kind of value we bring in. Our relationship with HT Media is an old one and one that we cherish, and we are thankful to them for placing their trust in us once again.”

Soumitra Karnik, CCO, Dentsu Impact, added, “We live in a borderless world, where consumers continuously navigate between offline and online platforms. It has thus become even more important for brand narratives to be integrated and synergized across mediums, and this demands a new way of thinking. This is something that we as an agency have embraced and brought into our creative process. It will be very exciting for us to use our strong brand knowledge on Fever FM, Radio Nasha and Radio One, to create talk worthy ideas that will work across platforms.”. 

Last month the agency in collaboration with Maruti Suzuki India, unveiled a brand-new campaign, 'Swift Limitless Stories". Dentsu Impact also won the creative and digital mandate for Editorji, planning and creative mandate for V-Mart, the creative and social media mandate for Subway Systems India, social media mandate for Carlsberg India and more.


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