After almost a two-month period, Tata Indicom has decided on the custodian of its creative responsibilities. Following a multi-agency pitch, the decision lies in favour of McCann-Erickson. Other agencies in the fray, as per the sources, were Leo Burnett, Grey Worldwide, Euro RSCG, Dentsu Communications and the incumbent R K Swamy. The total account size (inclusive of creative and media) is pegged at Rs 60-crore.
The pitch was called in the last week of March 2004. The client was looking at ideas that could be used for two of Tata Indicom’s services. Following the presentations made then, the pitch was taken to the second stage wherein three agencies were short-listed. As per industry sources, the short-listed agencies were McCann Erickson, Dentsu Communications and R K Swamy.
Sources further inform these services of Tata Indicom presently don’t claim the intended share of voice in the market. With the completion of this activity, the corporate is prepared to make its presence in the telecom industry. Needless to say, that the corporate requires all the professional help to face up to competition like Reliance in the segment. The media responsibilities of the account still rest with The Mediaedge.
Tata Tele-services is part of the Rs 54,000 Tata Group that has over 90 companies. With an investment of over Rs 9,000 in Telecom, the group has a presence across the telecom value chain. The Tata Group plans an additional investment of around Rs 9,000 in this sector in the next two years.
Tata Tele-services’ bouquet of telephony services includes Mobile services, Smart Wireless Services, Public Booth Telephony, and Wireline services. Other services include value added services like voice portal, roaming, post-paid Internet services, 3-way conferencing, CUG, Wi-Fi Internet services and data services.