Beginning April 2009, Aditya Birla Group’s (ABG) telecom company Idea Cellular, too, has moved its media mandate to Mindshare India. It may be recalled that in May 2008, ABG had decided to consolidate its entire media business with one agency, and the decision was taken in favour of Mindshare India. Not all Group companies were content with the decision of consolidation at the time and some of the businesses moved slower than the others.
The last business to move, and almost a year later, is Idea Cellular. Idea becomes a part of Team ABG that Mindshare had constituted in its new structure, where dedicated teams are created for key businesses.
Throwing more light on the development, Pradeep Shrivastava, Chief Marketing Officer, Idea Cellular, informed, “This is in line with the AoR consolidation that had happened with Mindshare last year for the Group. There still is some ongoing work that is continuing with Lintas Media Group, but all of our forthcoming investments would now be with Mindshare as our agency.”
Shrivastava added, “We work with some of the other agencies for other duties like outdoor and so on, but the bulk of the media duty would be handled by Mindshare. Mindshare as an independent doesn’t have any other telecom client except for us and we are comfortable with that.”
However, it is interesting to note that Mindshare India does handle Virgin Mobile that had come to the company following a global alignment in late 2007. GroupM’s Maxus also handles Vodafone.