Bang in the Middle to reposition Zee News brigade

The agency will handle the complete creative mandate for Zee News, Zee News Uttar Pradesh and Zee News Punjabi.

Bang in the Middle, a communication agency led by
Prathap Suthan
and
Naresh Gupta
, has won the creative mandate for the Zee news bouquet, which includes the three general news channels Zee News, Zee News Uttar Pradesh and Zee News Punjabi.

The development was confirmed by Naresh Gupta, managing partner, Bang in the Middle, who adds that the multi-agency pitch took place during October-November last year

Rohit Kumar, marketing head, Zee News confirms that repositioning of the channels will be the first short term goal of the partnership.

Since the brands will use significant inventory on the extended Zee network, it is difficult to place a value on the media spends.

Interestingly, Zee News had changed its baseline from 'Zara Sochiye' to 'Jazba Soch Ka' in August, 2011.

Zee News recently released its new logo and tagline; the agency is reportedly working on the repositioning of the two regional players.

For the record, Zee Network recently handed over the digital duties of Zee TV and Zee Cinema to Interactive Avenues. The agency also handles the account for Dish TV, the group's DTH network.