Essar SpaceTel has finally taken a call on its media partner. The vote is in favour of Maxus following a multi-agency pitch. Even though Essar officials are not divulging the account size, they are hinting that the spend would be more than any of the current telecom players. As is known, spends in the telecom industry vary from BPL’s Rs 20 crore to Airtel’s Rs 80 crore. The creative business is with Capital.
On the choice of Maxus, Essar SpaceTel’s Arun Batra, said, “They are a perfect match to what we were looking for. They understood our needs and hence we decided to partner with them.” Batra refused to divulge which were the other agencies in the fray.
Maxus’ Manjiri Kamath is excited. “The telecom sector is a critical and growing one and we are happy to be partnering with Essar in this. June has been a great month. We won to Emvies last night and we hear this great news in the morning!” she said.
A point to be noted, however, is that Maxus is the agency for Hutch as well, which being a GSM provider, would be competing with Essar SpaceTel. When asked about this, Kamath said, “There isn’t any conflict as the circles they are operating in are completely different. Also, in circles where Orange is operating, Essar has a stake in it. In addition, we are treating the two businesses with care – with two completely different teams working on them.”