RBNL's BIG MAGIC awards its brand duties to Purple Focus

Positioned as India's first Channel exclusively for the core Hindi heartland, featuring locally relevant entertainment around Humour, Music and Bollywood Entertainment, BIG MAGIC will offer an effective platform for enhanced reach in the targeted markets for its brands, both national as well as regional. The advertising spends in --Uttar Pradesh, Madhya Pradesh and Bihar markets--together will account for 13 per cent of national advertising spends which is Rs 23,000 crore, which promises the market potential.

Purple focus is a full service advertising & marketing communication solution agency that will undertake all the creative duties relating to the markets that BIG MAGIC is targeting. The reason BIG Magic has opted for Purple focus is because of its strong understanding of smaller markets which help the brand to create sturdy foothold in the Hindi heartland.

P.Murali Gopal, Executive Director, Purple Focus Pvt. Ltd., says "Our knowledge & great understanding of "The Real India' and the creative strength we brought on to the table, with a brand promise, got us account. Looking at the TG we thought of coming up with something very "Desi' & full of fun. Smile Please! campaign is based on the "never say die' attitude of a Mango Man living on streets of UP, MP & Bihar-- people who think beyond problems & difficulties in life and never loose their sense of humor; or the people who have the audacity to find PUN in their everyday lives or even those real heroes who look for humor as an escape & a way of entertainment in their daily monotonous routines".

Confirming the development Sunil Kumaran, Business Head, BIG MAGIC said, "It is a pleasure establishing our relationship with Purple Focus. We have seen the enthusiasm and passion in Team Purple towards our new venture. They came up with some path-breaking creatives & ideas which seem to establish a wonderful connect between our audience & the channel. The Hindi heartland represents 30 per cent of India's population & we wanted an agency that belongs to that genre. Am sure they will do a great job for the channel."

Adding on Rahul Vaidya, Director, Purple Focus Pvt. Ltd. said; "Our deep connect with the street sensibilities and an intuitive understanding of the minds and hearts of India worked in our favor to win the mandate .It's a great honor to be associated with BIG MAGIC and working with them will give us a new impetus to do justice to our goodwill."

BIG MAGIC will be distributed across all cable operators across the states of Uttar Pradesh, Madhya Pradesh and Bihar and spread across the likes of DEN, Digicable, WWIL, Hathway, Darsh, Maurya and others, reaching about 10 million households. The channel will be placed on S-band, ensuring it is among the first 30 channels on the television sets.