MUMBAI: UTV has finalised JWT as the creative agency and Starcom as the AOR for its kiddies channel Hungama TV which is set to launch in August this year. Industry estimates say that the mid-size account could be anywhere in the range of Rs 80 - 100 million.

"We decided on JWT for their strategic approach and creative inputs. The agency displayed exemplary understanding of the brief. And Starcom won us over with their out of the box approach and innovative media selection given that the media vehicles themselves are limited for a broadcast product," says Hungama TV vice president content and communications Shalini Rawla.
"It was a very focused brief and a clearly differentiated product. As we discovered, most of us are still kids at heart and we had a terrific time working on the pitch. I believe some of our passion came through in our presentation. We look forward to lots of excitement on this account," said JWT general manager and senior VP Tarun Rai.

"This was one pitch where the agency and the client minds matched one hundred percent. Many of our recommendations were also based on our proprietary framework Passion Group Marketing. We believe this year will be to Kids' channels what last year was to News. Hungama TV has all the right ingredients and the roadmap to emerge as the leader in this segment. Naturally, we are happy to be part of the action," Starcom MD West and South Ravi Kiran.

Speaking to indiantelevision.com about what gave them an edge over Mediacom who was also involved in the pitch, Kiran said, "We gathered child related insights from eight to ten markets around the world and found out how children consume and look at media. And our presentation was based on that. I think that's what gave us the advantage."