Virgin Mobile has moved its OOH business to Bates 141, which also handles its creative mandate. The agency has created a new OOH division, named ‘Atlas’, under its umbrella for the account. The incumbent agency for the outdoor business of Virgin Mobile is Poster Publicity, a unit of GroupM’s Kinetic Worldwide.
Confirming the development, Prasad Narasimhan, CMO, Virgin Mobile, said, “We have moved our OOH business from Poster Publicity to Bates 141 as it handles our entire creative work.”
Commenting on the win, Sandeep Pathak, CEO, Bates 141, said, “We are delighted to have been able to bring in the OOH business of Virgin Mobile, along with the other duties. It allows us to explore OOH as a strategic fit in the communication plan in an innovative way. The OOH business of Virgin Mobile would be in the range of Rs 30-40 crore.”
Atlas has already started working on the new OOH campaigns for Virgin Mobile with a 22-member team in Mumbai.
It may be recalled that Bates 141 already has another OOH division, 141 Wall Street, which handles the account for Aditya Birla Group’s Idea Cellular. In order to avoid conflict of interest between the two telecom accounts, this second agency has been created.