After a multi-agency pitch, the DTH network Tata Sky’s aggregator app platform, Tata Sky Binge has awarded its creative digital mandate to the agency Chimp&z Inc.

Chimp&z has proposed to create a separate entity for Tata Sky Binge on the digital platforms. Keeping it independent from its parent brand Tata Sky, the agency curated a launch plan to take Tata Sky Binge live on Facebook, Instagram and Twitter by creating a social media-specific brand persona and line of communication.

The agency has been further mandated to handle the brand’s content marketing, ORM, influencer outreach programs as well as media planning and buying to ascertain its digital and social media presence.

Anurag Kumar, chief communications officer, Tata Sky, said, “Chimp&z has been handling the social media portfolio of Tata Sky for four years now and their ideas and overall clarity about brand positioning has been impressive. Their lateral approach towards brand building for Tata Sky Binge and the concept presented thus convinced us of the partnership. With this shared vision and enthusiasm, we aim to up the game and heighten engagement for Tata Sky Binge.”

Lavinn Rajpal and Angad Singh Manchanda, founders, Chimp&z, said, “A new category of service making its way is the aggregators of multiple OTT players with the aim of being the sole intermediary platform. Establishing it (Tata Sky Binge) as a separate entity from its parent brand on social media platforms was a well-researched strategic move. The content created for Binge will be more young, cool, smart, and witty.”