Telecom company Bharat Sanchar Nigam Ltd (BSNL) has empanelled four agencies Euro RSCG, Mudra, Percept H and Prachar Advertising to handle its creative business. The account size is pegged at Rs 150 crore. The confirmation letters have been sent to the agencies. Sources claim that no media agency pitched separately for the business. The media biz would be awarded to Motivator that had pitched for the business along with Mudra, and Prachar. This is a two-year empanelment.
The incumbent agencies in 2006 were Euro RSCG, Grey Worldwide and Media Direction that had won the various portions of the BSNL portfolio. Grey bagged the corporate duties as well as the duties for CellOne. The landline and data businesses, including the One India campaign, and DataOne’s creative duties were handed over to Euro RSCG. The media duties were handled by Media Direction.
On contacting, BSNL officials refused to comment on the development.
It is however learnt that the agencies would be handling a campaign for TV, radio and cinema halls. The work will begin in a week’s time when BSNL would allocate specific creative duties amongst the agencies.
A tender released by BSNL in July 2008 specifies that four agencies would be empanelled for its media, creative duties for two years and can be extended for one year depending on performance. The performance of the empanelled agencies would be reviewed every three months. In the event of a performance being unsatisfactory, BSNL may terminate the contract with an agency by giving a written notice of one month. After empanelment, each agency would be asked make a creative presentation and also provide an annual media plan.
BSNL may select any of these plans or even come up with its own plan based on the presentations. Once the media plan is finalised, BSNL would invite all empanelled agencies to quote the price for the implementation of the selected plan for one year. For advertising in electronic media (such as TV, radio and cinema halls), all empanelled agencies would be given a brief on the concept and script for the TV commercial/ radio jingle. The agencies would be invited to submit quotations for the production of the selected script.