| On the development, Desai said: “We
won the account in the third week of November. There was a multi-agency
pitch, which included O&M, Lowe, Grey and couple of other agencies.
The mandate only includes creative work. We felt the client really
liked our strategy and creative plans.”
Though details pertaining to how the pitching process shaped up
were not revealed, a source disclosed that O&M was preferred
over Lowe in the final analysis.
Desai refused to divulge any details about the creative strategy
for HT. But a source added that the work might include complete
make-over for the brand.
“We had a very clear direction, in which we wanted to take
the brand forward. We went with a clear strategy and not with much
confusing thoughts. We can’t reveal much at the moment (about
strategy) but its related to complete make-over,” said an O&M
executive, who was part of the pitching process.
In the past, Grey has worked on campaigns with baseline `Because
you deserve to know’, stressing on unfolding of truth and revealing
of facts, and `Live Smart’, which focused on presenting the
publication as `my newspaper’.
But in the new campaigns, the strategy is expected to take a completely
different course. “The idea is to present HT as a contemporary
and fashionable. We are working on this and lets see how the entire
exercies shapes up,” concluded a source from the agency.
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