Uninor, owned by the Norway-based mobile services provider Telenor Group and India’s real estate company Unitech Ltd, has completed its regional media review. Given that the business is handled by ZenithOptimedia in some markets of the region and Starcom MediaVest Group in others, the companies were competing in the pitch as VivaKi.
Telenor has decided to award its regional media mandate to VivaKi. Consequently, ZenithOptimedia has retained the business in India. Agency or Uninor officials were not available for comments at the time of filing the report. Industry sources confirmed the development to exchange4media, and stated that the ad spends in India would be in the vicinity of Rs 100-125 crore.
The creative agency on the business is Leo Burnett.
While Uninor had a pan-India UAS license to offer mobile telephony services in each of India’s 22 circles, the recent Supreme Court judgment to cancel all licenses that came in question in the 2G scam case has led to some unexpected setbacks on Uninor’s presence in India, which in turn are expected to impact its communication exercise.
However, after the judgment announced on February 2, 2012, Uninor has been amongst the players that are aggressively challenging SC’s decision. Uninor also upped its trust building advertising in mainline media. A source close to the development said, “Uninor is not likely to just withdraw from India. They have some concrete plans for this market and they have made a sustainable consumer base since they have begun operations here – we can expect them to come back with a strong action plan.”
At present, Uninor services are available in the thirteen circles of UP (West), UP (East), Bihar, Orissa, Kolkata, West Bengal, Tamil Nadu, Karnataka, Kerala, Andhra Pradesh, Mumbai, Maharashtra and Gujarat.
The Telenor Group has invested Rs 6,135.63 crore through new shares to hold 67.25 per cent majority stake in the company.
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