The month-long pitch for the Essar Retail Telecom advertising business has concluded. The new venture has reportedly decided on Starcom as its media agency and is in talks with Lowe for the creative duties. None of the parties involved have offered any comments on the situation so far. Industry sources, however, confirmed the development and said that the business has been pegged at upwards of Rs 25 crore.
It isn’t clear which agencies were in the race for the media duties, but sources close to the development said that Essar Retail Telecom was also in talks with Maxus for the media business. As for the creative, Lowe is the frontrunner on the business, but a confirmed decision in this regard is expected only in a week’s time.
Essar Retail Telecom would be opening neighbourhood stories India and it is for this that they had invited and subsequently decided on the agencies they want to work with.