M&C Saatchi has bagged the creative duties of T24 Mobile, the GSM mobile service launched by Future Group jointly with Tata Teleservices Ltd and Tata Teleservices (Maharashtra) Ltd in 2010. The account will be handled by the agency’s Mumbai branch.
Account spends for the current year is estimated to be in the vicinity of Rs 25 crore. It is learnt that Mudra (now DDB Mudra) and M&C Saatchi had made it to the final stages of the multi-agency pitch.
Confirming the news to exchange4media, Sandip Tarkas, Chief Executive Officer, Future Media and Future Telecom, Future Group, said, “We have chosen M&C Saatchi as our creative partners for the business. T24 Mobile is not a regular telecom services business. It is one of the world’s most unique programmes where we have loyalty programme associated with the services. And thus, the business needed special kind of understanding. With M&C Saatchi showcasing great understanding of various elements involved in the business, we have found right partners to take the brand ahead.”
For the record, T24 Mobile is a unique strategic alliance between Future Group and Tata Teleservices, bringing marketing concept of ‘Retailer-Telco Partnership’ for the first time ever to India. T24 offers innovative and first-of-its-kind value propositions like ‘Shop More, Talk More’ and ‘Talk More, Shop More’ to telecom customers in the country.