Dainik Bhaskar's creative account moved from Euro RSCG to Meridian Comm.

Speaking exclusively to Adgully, Sanjeev Kotnala, Vice President, Marketing and Communication, Dainik Bhaskar Group, said, "This is a parting of ways. Resign and sacking are not the way to describe the end of this fruitful relationship. I believe that both the agency and the client invests a lot in the relationship but at times there comes a phase where you might need to take some uncomfortable decisions. This was one of them."

Euro RSCG came out with some phenomenal work for the brands Dainik Bhaskar and Divya Bhaskar like the campaign- "Zid Karo Duniya Badlo' which had Indian cricket team captain Mahendra Singh Dhoni as the face of the campaign. Kotnala further added that they needed to move away and explore new perspectives.

The company never called for a pitch. Kotnala said that the company was toying with the idea for quite sometime and as there was a need for definite shift the company did not ask Euro RSCG to pitch. "We know the capabilities and approach Euro RSCG has and the 5 year client-agency relationship has been built on it. So calling Euro RSCG for repitch was not a solution," he added.

Meridian will start working on the account by 15th of this month. Talking about the new account win, Renzil D'Silva, Executive Creative Director, Meridian, said, "We are delighted to be assigned the business. Dainik Bhaskar is both an exciting brand and a great product. We look forward to doing some great work."

There was no official confirmation or comment from Euro RSCG on the latest developments. However Dainik Bhaskar seemingly assured that to look out for fresher creative thought the company planned to sever its long standing association with Euro RSCG.

Kotnala further added, "We do beleive that meridian has the capability and conceptual clarity on the brand. And that they will deliver the results. There is also a definite advantage of them having a team that can really overlap between a thought encapuslated in Hindi for the reader and an English communication in B2B envirounment. I look forward to working with Meridian." | By Prabha Hegde [prabha(at)adgully.com]