Top Story

e4m_logo.png

Home >> Advertising >> Article

After six years, Bharti Airtel reviews media biz

29-January-2010
Font Size   16
Share
After six years, Bharti Airtel reviews media biz

If 2009 was about global pitches of some of the biggest advertisers, 2010 sure seems to be about Indian advertisers reviewing their relations with their media agencies. The latest to have joined in is Bharti Airtel. The telecom major has put its mammoth media biz up for a review, and has invited leading agencies to compete for the business.

Confirming the development to exchange4media, Bharti Airtel gave the following statement on the pitch: “Bharti Airtel is one of India’s largest advertisers and partners some of the country’s most creative marketing and advertising agencies. As part of a periodic exercise, Bharti Airtel has invited agencies for a media pitch and outdoor pitch. Airtel, over the years, has repeatedly challenged business models and worked together with its partners to work on new paradigms. The current pitch will help the company renew its media model for the future and identify the right partner for that model.”

As exchange4media had reported earlier in the day, unlike the traditional route where the outdoor medium is pitched independently, Airtel pitch has been called for all mediums. Sources close to the situation informed that one of the key reasons for the pitch was that Bharti Airtel is contemplating unifying the traditional media and outdoor with the same agency. As is known, Madison Media is the incumbent on the business for mediums including television, print and radio. The outdoor business was handled by GroupM. The account size is pegged in the vicinity of Rs 350-400 crore.

Of the Bharti Airtel business, the mobility business and now the digital business command a significant chunk of the spends. It is also understood that Airtel is also refreshing its approach in light of fresh competition, and in order to be on the road to its next level of growth. The media review is one of the first steps in that direction.

Tags

We speak to Punit Misra, CEO, ZEEL, Domestic Broadcast Business, on Zee TV’s new look, its aim and the shaping up of domestic business

This exercise will take the channel to the next level: Siju Prabhakaran, Cluster Head – South Business, Zee Entertainment Enterprises Limited

With Shikhar Dhawan as their brand ambassador, a partnership with NBA and FIFA and a Rs.10 crore marketing budget, this sporty start-up is moving strength to strength.

In an interaction with exchange4media, Sinha, the Country Head at Epsilon shared insights on the growth of Epsilon, integration of Artificial Intelligence and the future of other conventional mediums of marketing

The new brand philosophy to go live on 15th October 2017 during the telecast of Zee Rishtey Awards

The rateOOHmeter platform is based on field data of the OOH campaign universe with information on more than 400 brands, 1600 cities, over 3,000 campaigns and around 85,000 OOH inventory across formats...

This exercise will take the channel to the next level: Siju Prabhakaran, Cluster Head – South Business, Zee Entertainment Enterprises Limited