NDTV Good Times appoints Grasshoppers India as its creative AoR

The creative duties have been awarded to Grasshoppers following a multi-agency pitch in which three Delhi-based agencies participated.

NDTV Good Times has appointed Grasshoppers India as its creative agency. As per the company's communiqué, the agency's mandate is to develop innovative and edgy communication that would create and maintain the channel's image - which is young and Indian - in the minds of the socially-upbeat, well-travelled, cosmopolitan viewers who want to live in style, admire fashion, are adventurous about food and travel, and want more out of every moment in life.

The creative duties have been awarded to Grasshoppers following a multi-agency pitch in which three Delhi-based agencies participated.

Arati Singh, channel head, NDTV Good Times, says, "The work pitched was fresh, fun and unconventional. It was vibrant and young, reflecting exactly what the channel is. The communication, as it was supposed to be, was crisp, keeping in mind that it is the young, ambitious and daring Indian youth that it is targetted towards."

Grasshoppers will manage all the mainline communication for the channel, in order to reach out to its consumers across various touch-points and promote 'everything' that happens on the channel. The platforms that will be used during the campaign include advertisements, outdoor branding, radio jingle, OOH, online creatives and on-ground event collaterals, among other things.

Arjun Banerjee, director, Grasshoppers India, adds, "Working for a TV channel brand, which is a first for us, will be exciting because the dynamic nature of the TV industry requires the agency to be extremely innovative for the campaign to stand out from the clutter and interest the target audience. Since NDTV Good Times is known for its impulsive, interactive and action-oriented content and programming, there is a lot of scope for us to create edgy and call-to-action creatives, which will appeal to the targetted youth and encourage them to embrace the channel's ideology of '#LiveYoung #LiveIndian'."