INX Media, HUL sign 3-yr ad contract

INX Media, the company set up by Indrani Mukherjea, has successfully roped in Hindustan Unilever Ltd (HUL), the biggest advertiser in the country, to sign a three-year advertising deal with 9X, the Hindi general entertainment channel from INX Media.

HUL will be one of the prominent advertisers on the channel in addition to the three Club INX Platinum members "� Reliance Industries, Future Group and Vodafone. Each of these advertisers are believed to be paying Rs 35-40 crore for a three-year contract.

Probal Gaanguly, group director, revenue management (advertising sales & new media), INX Media, said, "We are really pleased to announce that Hindustan Lever, the biggest and one of the most demanding clients in India, has inked a long term commitment with us."

The television broadcaster has formed Club INX, which will include corporates keen to advertise on the channel.

Vodafone, RIL and the Future Group will be a part of the platinum advertisers' club, which will get more mileage compared with the gold advertisers and silver advertisers. Gold advertisers will be on board for two years, while silver advertisers will have a one-year deal.

Rahul Welde, general manager, media services, Hindustan Unilever, said, "We are very excited at the opportunity that 9X presents in the Hindi general entertainment space. Their plan and the package looks impressive."

Sources added that INX Media might rope in an online partner and a major real estate player as a platinum member. ICICI Bank is believed to be in talks as well.

Going forward, the same format will be adopted for the music channel 9XM and upcoming news channel NewsX.

It is for the first time that a television broadcaster has struck long-term advertising deals for a new channel. As of now, advertisers sign only annual deals with channels.

In the past, Aaj Tak was the only channel that roped in two advertisers "� a jewellery brand and an undergarment brand "� prior to its launch.