By SONALI KRISHNA
Indiantelevision.com Team

MUMBAI: Bombay Mirror, the latest offering from the Times Group stable, has awarded its creative duties to Leo Burnett. The campaign for the publication, which is slated to hit the stands on 30 May, broke today.

Interestingly, Leo Burnett was invited to handle the account and there was no pitch process or screening that took place.

Speaking to Indiantelevision.com, an overjoyed Leo Burnett national creative director KV Sridhar says, "This is our first big publication client and it makes for a huge visibility account. The newspaper market is the new aggressive category and in advertising terms, this will give agencies a very good canvas to do some cutting edge work".

The agency is currently also working on a TVC as one facet of a wider multi-media campaign.

It is worth noting here that the creative duties for the news channel from the Times stable were also awarded to Leo Burnett earlier this year.

Says The Times of India brand director Rahul Kansal, "Leo Burnett is an excellent combination of creative and strategic ability. Also, being a media company we have a good understanding of the credentials of various agencies, and Leo Burnett was definitely one that stood apart."

When queried about the account size, Kansal pointed out that it was very difficult to comment on that considering they themselves were a media company and hence a lot the media vehicles in use would be their own. Also, with the shift to fee based accounts, he said that the calculations were very complex.

The media duties for Bombay Mirror will be handled by the Times group itself in-house.