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Dish TV appoints T.A.G. as new creative partner
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Dish TV, the direct-to-home (DTH) service from the Essel Group, has decided on its new creative partner. The Delhi branch of T.A.G., McCann Worldgroup's (MWG) second agency has been assigned the DTH service provider's creative duties.

Lowe Lintas is the incumbent agency on the account. The win comes on the heels of a multi-agency pitch that also saw the participation of T.A.G., Capital, Dentsu and Lowe Lintas, Rediffusion - Y&R and Contract. The account size could not be ascertained at the time of filing the report.

Lowe Lintas had been associated with the brand since the inception of the brand five years ago. The media duties for the brand lie with Madison Media. For T.A.G., the win came quite swiftly, within a period of 7-10 days, as the agency is believed to have joined the pitch procedure a bit late.

Salil Kapoor, chief operating officer, Dish TV, says, "The brand needed fresh inputs and new perspectives. This prompted us to call aboard some agencies and we asked them to present their ideas to us."

Himanshu Saxena, vice-president and general manager, T.A.G., says, "Dish TV, being a well-established player, makes us feel proud to be associated with. Also, the fact that we are quite young as an agency as of now and yet managed to pull off a big win against some major competitors within such a short span of time, makes it even more special for us."

For T.A.G., this major win comes on the heels of another one, in the form of Videocon's consumer durables and electronic appliances account, as well as its mobile services business.

However, Videocon's DTH venture lies with Publicis Ambience, which made it possible for T.A.G. to pitch for and win Dish TV. However, McCann Erickson Chennai handles a competitive brand, Sun Direct, but it did not matter much, as T.A.G. has an entirely different setup.

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