MUMBAI: TBWA India has won the creative mandate for the newspaper brand, the New Indian Express - a part of the Chennai-based Express Publications (Madurai).

The mandate was awarded following a multi-agency pitch, and will be handled out of the agency’s Chennai office. 
 
The New Indian Express Group VP marketing V. Natarajan said, “The New Indian Express is on a path of growth and the well know journalist and media personality Mr. Prabhu Chawla has recently joined us as the Editorial Director. In this phase we feel that TBWA‘s disruptive thinking and their creative approach will give our brand the necessary thrust to not only consolidate our position, but also grow exponentially.”
 
TBWA India MD Nirmalya Sen added, “Nothing excites us more than an opportunity to work on a challenger brand. And this brand is a challenger by its very DNA. We are looking forward to disrupt conventions in the category to help brand New Indian Express to go to its next level of growth in the Southern markets and Orissa.”

TBWA India VP Arindam Sengupta states: “We expect to execute what we call a ‘Media Arts’ plan which identifies the brand space and how the brand should behave across various touch points. The scope to do some really disruptive work is immense and we are eagerly looking forward to it.”