Dentsu Communications has won the creative duties of Chennai-based mobile service provider Aircel. The size of the business is pegged in the region of Rs 50 crore. Sources close to the development have confirmed the news. Publicis India is the incumbent agency for the business.
Dentsu Communications will be handling 360-degree communication for Aircel spanning television, print, and below-the-line activities.
Aircel had assigned its creative duties to Publicis India in Otober 2007 following a multi-agency pitch.
Aircel, which has been operational in south India (Tamil Nadu), has expanded its network in the northern and eastern parts of the country, and has already started operations in states such as Assam, the North East, Orissa, West Bengal, Jammu and kashmir, Himachal Pradesh and Bihar. Kolkata will be the 10th circle of operation for Aircel. The mobile service provider is aiming for a pan-India presence by 2009.
Aircel is also the team sponsor for Chennai Super Kings and has the branding rights for the players’ uniform, including their shirts and hats, during the DLF IPL Tournament, opportunities for in-stadia branding, sponsoring Man-of-the-Match trophies for matches happening in Chennai and several other brand activation opportunities.
Neither the agency nor Aircel officials were available for comments at the time of filing the report.
The first Man-of-the-Match trophy would be presented by Gurdeep Singh, COO, Aircel Cellular Ltd, to the Man-of-the-Match at the match between Chennai Super Kings and Mumbai Indians, which will be played in Chennai on April 23.
Aircel had commissioned Titan Design Studio for designing this trophy, which is made of aluminium and adorned by gold plated edges and Swarovski crystal, and is shaped in the waves of Aircel.
Aircel is now part of Maxis Communications Berhad, Malaysia, and is India’s fifth largest GSM mobile service provider with a subscriber base of over 10 million. Aircel has secured licenses for the remaining 14 of the 23 telecom circles to become a pan-India operator. It has also obtained the permission from the Department of Telecommunications (DoT) to provide International Long Distance (ILD) and National Long Distance (NLD) telephony services.