By SONALI KRISHNA
Indiantelevision.com Team

MUMBAI: The much awaited decision about Animax's creative duties is finally out. In an unexpected turn of events, Animax decided to stick with its incumbent agency Equus, after a multi agency pitch.
The Animax account considered to be of a modest size is pegged between Rs 20 - 50 million.

Agencies of the likes of Euro RSCG, Contract, McCann, R&G David and Leo Burnett all pitched for the modestly sized Animax account. Speaking to Indiantelevision.com, Set AVP marketing Rohit Bhandari says, " The comfort level that we shared with Equus as well as the ideas brought to the table by them was very executable both off-air and on-air."

As to why the pitch in the first place, Bhandari pointed out, "Since Equus was anyway handling AXN and had done a good job, we decided for the time being at that point in time to let Equus handle the creative duties for Animax, a therefore came in much later after the launch."