Ogilvy Mumbai to handle creative mandate for Fox Crime

An aggressive ad campaign for the channel will be launched soon; the communication will exploit TV, OOH and digital platforms.

It has been learnt that Ogilvy India has been handed the creative mandate for Fox Crime. The agency's Mumbai branch will handle this account.

The development is in the light of the fact that the channel now plans to get active on the communication circuit in a bid to expand its subscriber base and get more advertisers on board.

Sources at the agency, as well as at the channel, have confirmed the development to afaqs!.

It is also learnt that an aggressive ad campaign for Fox Crime will break in the near future. The media mix for this campaign will include television, OOH (out of home), and digital media platforms.

A few years back, Fox announced an Asian subsidiary, Fox STAR Studios, a JV (joint venture) with STAR TV. Note that Ogilvy India already handles the creative mandate for prominent channels from the STAR TV stable, including Star Plus, STAR Gold and STAR Jalsha.

It is also noteworthy that in April this year, Grey Delhi was roped in by Fox International Channels (FIC), to handle the creative mandate for two of its channels, namely, Fox History & Traveller (formerly known as Fox History & Entertainment) and the National Geographic Channel (NGC).

Taproot India handles the creative duties for Fox International Channels for the Asia-Pacific region.

FIC is a subsidiary of the Fox Entertainment Group, a part of Rupert Murdoch's global media establishment, News Corporation.

Currently, FIC has nine channel offerings in India, namely, its seven recent (2010) launches FX, NGC HD, NG Wild, Fox Crime, NG Adventure, NG Music and Baby TV, in addition to the two older channels -- the National Geographic Channel and Fox History & Traveller.