Mahuaa TV's creative mandate goes to Lowe Lintas

Senior officials at both the channel and the agency have confirmed the mandate to Adgully.

The winning agency, Lowe Lintas will handle the launch campaign for Mahuaa Media's two new channels that will be introduced soon. According to sources, one of these is expected to be a Gujarati channel, while the other, a Rajasthani channel.

The channels are expected to launch by October end to early November 2011.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. Rediffusion Y&R is the creative agency for Mahuaa Bangla channel.

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.

Mahuaa, a part of the Century Communications group, worked on targeting the language broadcast space beginning with presence in Bhojpuri and Bengali space in both general entertainment and news genre. The company has aggressive plans to take this forward, and may even consider the Hindi general entertainment channel space in future.