Idea Cellular, one of India’s leading telecom players, is slated to award its outdoor duties to DDB Mudra’s outdoor division Mudra Max, confirmed highly placed industry sources.
The account size is pegged at Rs 20 crore.
The other agencies that have worked on the account include Platinum Outdoor (Madison Media's OOH agency) and Bates Wall Street (A division of Bates Asia).
A recent popular outdoor campaign for the brand was the ‘Heaven’ initiative, promoting the brand’s 3G smartphone apps by showcasing how an idea can change your afterlife.
The last three years have seen extensive use of the outdoor medium by the brand, with the cellular major’s brand ambassador Abhishek Bachchan seen on outdoor displays and screens across the country, including smaller towns given the brand’s focus on tier II and III markets.