In the wake of a multi-agency pitch, Aircel has divided its media business between Starcom Worldwide and Mudra Max. While Starcom has been awarded the television and digital duties, Mudra Max will handle the print and radio for Aircel. The move is effective immediately. The estimated account size of the business is in the vicinity of Rs 180 crore.
Starcom MediaVest Group, India's Chairman CVL Srinivas has confirmed the development to exchange4media, and said, “This has been one of the biggest media pitches this year. We are delighted to have come out with flying colours and be appointed the lead media agency for Aircel.”
Speaking to exchange4media, Pratap Bose, CEO, Mudra Max, said, “We are absolutely delighted with this win. It adds to our fabulous run this year. This was very important for our Delhi office, also because it bolsters our Delhi operations.”
Starcom MediaVest Group has had a string of successes of late, picking up 14 new businesses across its offices in Delhi, Bangalore and Mumbai this year. As Srini puts it, this win comes as an icing on the cake.
While Mudra Max is the new agency on the roster for the above the line business, the agency already handles the out of home, events and promotions business for Aircel. For Mudra, this win follows other big victories in the year, including the likes of Larsen & Turbo, World Gold Council and Bharat Petroleum Corp Ltd.
It is understood that the incumbent Dentsu did not participate in the pitch.
Prior to this, Aircel was divided between Dentsu, which was handling the television duties for the telecom major, and Starcom, which was handling print. Given its size, Aircel is one of the largest account movements of this year. Recently, the company had awarded its creative duties to McCann Erickson.