TME appointed Star India's official media agency

MUMBAI: The cat's finally out of the bag! The Media Edge (TME) has been appointed Star India's new media agency.

Incumbent agency Mindshare as well Starcom were very close contenders and it was a race that went down to the wire, industry sources say. The clincher apparently, was the remarkable work done by TME during the launch of the show that gave the initial thrust for Star's rise to the pre-eminent position it commands today - Kaun Banega Crorepati.



Why TME? This is what Star India's senior vice president marketing and communications Ajay Vidyasagar has to say about the choice of agency, "TME had the most compelling logic with us. Also, we have worked with TME at close quarters earlier during the launch of KBC. Also, they have a very good understanding of our brand and hence the choice."

Star Network, in its media AoR agency pitch, invited five media houses, namely Madison, Initiative Media, The Media Edge, FCB and Starcom, along with the incumbent, Group M.



The next few months are critical for Star as their main channel, Star Plus, will be looking at holding its leadership status, against the onslaught of Sony’s forthcoming launches during the peak festive months. Also the launch of it’s high profile channel, StarOne will be a major happening at the Star pad..

When questioned as to why incumbent Mindshare lost out, Vidyasagar said, "We mutually agreed that between their objective and ours there was a slight mismatch. Although, we respect their people and knowledge and will be working with them on the advertising front."



Speaking to, an elated TME president Divya Gupta says, "TME's strategic recommendations, based on category and brand understanding, coupled with incisive consumer insights, proved to be the key determinant that won us this business. Also, TME did partner Star on KBC which may have given the client a sense of the way TME works."

Commenting on the size of the account Gupta adds, "The media investments across the Star network, costed at the market rates, is estimated at Rs 2 billion making it among one of the largest advertisers in the country. However going beyond numbers it is a prestigious win and one that we are proud to partner with."

TME's strategy would vary across each of the brands based on the marketing and communication objectives of the brand details.

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