Mahuaa Media ropes in Lowe Lintas for upcoming channels

The agency's immediate mandate is to handle the creative duties for Mahuaa Media's two yet-to-be-launched channel offerings.

It has been learnt that the popular regional TV network Mahuaa Media Private Limited (MMPL), has signed on Lowe Lintas as its new creative partner. MMPL is an associate company of the media and entertainment company Century Communication Limited (CCL).

Senior level sources at both the channel and the agency, have confirmed the development to afaqs!.

As regards Lowe Lintas' mandate, for starters, the winning agency will handle the launch campaign for Mahuaa Media's two new channels that will be introduced in the near future. According to industry sources, one of these is expected to be a Gujarati channel, while the other is expected to be a Rajasthani channel.

It has been further learnt that by the end of the year, Mahuaa Media's entire creative mandate, including all channel offerings, will move to Lowe Lintas.

The very first offering from the Mahuaa Media stable was Mahuaa TV, India's first 24-hour Bhojpuri GEC (general entertainment channel). Mahuaa TV was launched in August 2008. Around the time of its launch, AMO was responsible for its creative duties and launch-time communication. At the time, Integrid was in-charge of the media mandate.

In December 2008, following a multi-agency pitch, Meridian, Ogilvy's second agency, was brought on board as Mahuaa TV's creative partner. At the same time, Motivator was assigned the channel's media duties.

Besides Mahuaa TV, the network currently has the Bhojpuri news channel Mahuaa News, a Bengali GEC Mahuaa Bangla, and the Bengali news channel Mahuaa Khobor. The launch campaign for Mahuaa Khobor was conceptualised and executed by Rediffusion-Y&R.