Salt Brand Solutions bags the RBNL-RTL's JV account

The creative pitch, initiated by the JV (joint venture) between Reliance Broadcast Network Limited (RBNL) and the Luxembourg-based media company RTL Group has been won by Salt Brand Solutions, a Mumbai based company. The company that is yet to be named is called BIG RTL, as of now.

The pitch process that initiated a month back, in March 2011, recently took place in Mumbai and was in the wake of RBNL's 50:50 joint venture agreement with the RTL Group.

The mandate involves handling of the creative duties for two upcoming TV channels that are scheduled to be launched in the coming months. Senior officials at Salt Brand Solutions confirmed the news to Adgully.

Salt Brand Solutions, a Mumbai based company, was launched by Mahesh Chauhan (aka Mash) and Minakshi Achan in May, this year. In June, the agency won the creative mandate for Kaya Skin Clinic.

Among the new and upcoming channels, one is decided to be a reality channel with international content most of which will be sourced from Fremantle Media, the group's production house, which has a significant presence in the Indian market whereas the other channel will be an action channel, targeted specifically at the urban male.

The RTL Group, with 40 television channels and 33 radio stations across Europe, boasts 9,500 hours of TV programming per year across 54 countries with more than 300 programs on air, or in-production worldwide, and more than 20,000 hours of content, is selling in over 180 countries globally.

Salt, a society of people who create the purest possible solutions for brands by breaking traditional moulds, old ways of working and thinking; in collaboration with artists, anthropologists, musicians, students, environmentalists, mystics, believe in being invisible but are yet fundamental to the process of brand building, much like the character of the ingredient they are named after.