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JWT bags Bharti Airtel’s Rs 80-cr DTH business

13-August-2007
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JWT bags Bharti Airtel’s Rs 80-cr DTH business

Bharti Telemedia, a subsidiary of Bharti Airtel, has appointed JWT as the national advertising agency for its DTH business. JWT was selected after a national multi-agency pitch that involved a number of India’s advertising firms. The account size is pegged at Rs 80 crore.

It is learnt that four agencies had participated in the final round of presentations – JWT, Lowe, BBH Singapore and McCann Erickson.

Gopal Vittal, Director, Marketing and Communications, Bharti Airtel, said, “We are delighted to appoint JWT as a partner in our journey to build the Airtel brand. JWT will handle our DTH business. The strategic clarity and brand-centricity in their thinking makes us very excited to bring them on board. The scale of the Airtel brand, which spans across categories and consumer segments, will allow us to leverage the capabilities of two full service agencies.”

During the national pitch, the agencies were evaluated on their overall strategic insights and creative thinking, customer focus and understanding their 360 execution of the core creative thought through traditional and non-traditional mediums of communication. With the DTH market poised to grow to about Rs 3,000 crore in the next five years, Bharti is looking to JWT for supporting its aggressive roll out plans in this business.

Colvyn Harris, CEO, JWT India, said “Our partnership with Bharti has taken another big step forward. We are absolutely thrilled and delighted that we will partner Airtel as they spearhead the DTH revolution in India.”

Bharti Telemedia, plans to launch its DTH service by the last quarter of FY 2007-08. The company has received the letter of intent for commencing its DTH services from the I&B Ministry. The DTH service will be launched nationally by the company for which it is setting up state-of-the-art infrastructure near Gurgaon for the purpose of uplinking and broadcast.

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