Zee Bangla has appointed Kolkata-based independent agency NEO as its key creative agency following a pan-India, multi-agency pitch.
Under the mandate, NEO will handle creative strategy and communication for the channel’s brand campaigns, show launches and key properties across on-air, digital and other consumer touchpoints.
NEO has previously worked with Zee Bangla on select projects. The latest mandate expands the agency’s role across the channel’s broader creative communication.
Navnita Chakraborty, Business Head, Zee Bangla and Chief Content Officer, Zee TV, said the channel was looking for a creative partner that understood Bengal’s cultural landscape and its evolving aspirations.
“Zee Bangla is deeply rooted in Bengal’s culture and evolving aspirations. We were looking for a creative partner who understood this landscape and could translate that understanding into relevant, contemporary communication,” she said.
“NEO demonstrated both during the pitch. Our experience of working with them on key projects had also proven their ability to deliver, further strengthening our confidence in the appointment,” Chakraborty added.
NEO offers services across brand strategy, advertising, digital, content and video production, including television commercials, brand films and digital-first content.
Nirmalya Majumder, Founder, NEO, said the mandate marks a significant milestone for the agency.
“Winning the Zee Bangla mandate through a pan-India pitch is a major moment for NEO. We understand the place the channel occupies in the lives of audiences across Bengal, and with that opportunity comes a very real responsibility,” he said.
“Our task is to bring together cultural understanding, sharp brand thinking, digital fluency and production capability to create work that audiences respond to and the brand can build on. For NEO, this is also an important step towards becoming a nationally recognised independent agency,” Majumder added.
