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Our Bureau

Mumbai , Sept. 13

Optimum Media Solutions (OMS), the Mudra Group's independent media agency, has been appointed as the media planning, buying and implementation agency for Nick India. OMS won the business in a multi-agency pitch, on the basis of the media strategy and plans presented by the agency.

Nick, launched in 1999 is India's first multi-genre kids' TV channel, is today viewed in over 23 million households in the country.

Nick was looking for a new media agency to help promote the channel in the increasingly crowded and highly competitive kids' genre. The initial mandate is to promote the flagship program "SpongeBob SquarePants" in the coming festive season.

Tough challenge

Mr Chandradeep Mitra, President, Optimum Media Solutions, said, "It is a tough challenge to promote a media brand, especially to promote a TV channel or programme using other TV channels.

"It's always great to have a media partner as a client, and we now have a clutch of media clients, including HBO, Adlabs Radio and Nick. I believe our strategy for vehicle & programme selection, scheduling and budgeting, and above all, negotiating deals across other channels, helped us win this important business. "

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