MUMBAI: Reliance Broadcast Network Limited (RBNL) has entrusted the creative duties of its entire portfolio across radio and television to Grey India. The agency‘s Mumbai and Delhi offices will be in charge of the account.

Grey Delhi will handle creative duties of 92.7 BIG FM, BIG Magic (UP, MP, Bihar and Jharkhand) and Spark Punjabi (part of Big CBS), while Grey Mumbai will handle Big CBS Prime, Big CBS Love and Big RTL Thrill.

The development comes after the network conducted a multi agency pitch in the capital.

Grey India had entered the fray only for the radio business but was eventually awarded the mandate for the entire RBNL portfolio.

Grey India EVP and national creative director Amit Akali said, "As usual we didn‘t approach the creative through traditional above the line advertising. We tried to find solutions for BIG FM, whether they came through programming, slugs, on-ground activation, events or digital ideas. Most importantly we had great fun working on the pitch and that obviously showed in the work we presented."

Grey South and South East Asia chief strategy officer Dheeraj Sinha said, "This was a pitch which didn‘t feel like one. It felt like we were partners discussing strategy and responding to creative ideas. The vibe between the teams on both sides has been great and that to my mind is the biggest starting point to a successful partnership. I am fascinated by the role of media in today‘s changing cultural landscape and see a big opportunity for us in this space, especially with the width of offering Reliance Broadcast Network has across radio and television. We look forward to redefining some codes in this space."