The Kolkata-based independent agency will lead creative strategy and communication for the channel’s campaigns, show launches and key properties.

Zee Bangla has appointed Kolkata-based independent agency NEO as its creative agency of record, following a pan-India, multi-agency pitch.

Under the new mandate, NEO will oversee creative strategy and communication for Zee Bangla’s brand campaigns, show launches and key properties across on-air, digital and other consumer touchpoints. The appointment expands the agency’s existing relationship with the channel, having previously worked with Zee Bangla on select projects.

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 while being able to translate its evolving aspirations into contemporary communication. NEO’s understanding of the audience and its previous work with the channel helped strengthen the agency’s pitch.

NEO offers capabilities across brand strategy, advertising, digital, content and video production, including television commercials, brand films and digital-first content.

For NEO founder Nirmalya Majumder, the win marks an important milestone for the independent agency. He said the mandate brings the opportunity to combine cultural understanding with brand thinking, digital capabilities and production expertise to create communication that connects with audiences.

The Zee Bangla mandate also marks another step in NEO’s ambition to build a stronger presence as a nationally recognised independent agency.