Eleven Brandworks bags creative duties of India TV

The agency won the business after a multi-agency pitch process.

Hindi news broadcaster India TV has chosen Eleven Brandworks to handle its creative mandate. The agency won the business after a multi-agency pitch process, which began in April.

Last year, afaqs! had reported how Yang Communications, the second agency of Saints & Warriors, had won the creative duties of the Hindi news channel.

Speaking about the development, Ritu Dhawan, managing director and CEO, India TV, says the reason for choosing Eleven Brandworks was its reassuring ideas, considering the brand wants to give a refreshed look. "Political reporting is gaining momentum in the run up to the elections. In the coming days, India TV will present most engaging and interactive news content. Team India TV led by Rajat Sharma is ready to comment, analyse and decode political mysteries," she adds.

Prateek Bhardwaj, founder director, Eleven Brandworks, says, "It is exciting to partner with one of the most influential media brands in the country. We share the vision the management has for the brand, and our mandate is to enhance India TV's stature within its viewers as well as non-viewers."

Noida-based India TV is the flagship channel of Rajat Sharma and Ritu Dhawan-promoted Independent News Service. It was set up in 2004.

Eleven Brandworks is a full-service creative agency with offices in Mumbai and Gurgaon. The agency's client portfolio includes Eristoff (Bacardi), Times Brand Capital, Archies, NDTV Good Times, Onjus and Nokia maps.