Homeshop18 awards creative duties to Eleven Brandworks

The agency won the business following a multi-agency pitch that went on for more than a month in Delhi.

Eleven Brandworks has won the creative duties for Network18-promoted home shopping channel, Homeshop18. The agency won the business following a multi-agency pitch that went on for more than a month in Delhi.

Rashmi Berry, chief marketing officer, Homeshop18, says, "Eleven Brandworks displayed the right combination of creativity and agility, both critical in the highly competitive and cluttered e-commerce space. We look forward to build a compelling and differentiated brand with the help of its highly talented team of professionals."

As part of its mandate, the agency will work to build and establish Homeshop18 as a strong e-commerce brand on the internet through the use of verticals including television, web and mobile.

"Homeshop18 is already a household name in India. Eleven Brandworks' mandate is to create a robust integrated strategy for the brand and help carve a distinct dotcom brand out of it, too,"

says Prateek Bhardwaj, founder and director, Eleven Brandworks.

Before this, the creative duties were managed by an in-house team. In 2010, Lowe Lintas & Partners' Delhi office had won the business following a multi-agency pitch. The channel had also initiated a creative pitch in 2008, which had then witnessed participation from agencies such as Publicis India, Grey and M&C Saatchi. However, it failed to reach a decision and awarded its Diwali campaign, Diwali Dhamaal, to Leo Burnett.

For the record, Network18 launched its 24-hour home shopping channel in 2008.