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MTNL Mumbai to review advertising duties

06-June-2012
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MTNL Mumbai to review advertising duties

Mahanagar Telephone Nigam Limited (MTNL) Mumbai has called advertising agencies for empanelment for the next two years. Last date for application for the empanelment is June 22, 2012.

MTNL had empanelled RK Swamy BBDO, Percept H, Sobhagya Advertising and Goldmine Advertising in year 2007. Size of the business is estimated to be in the vicinity of Rs 20-30 crore.

The eligibility criteria for participating in the pitch include regular INS accreditation for the last two years; aggregate advertising billing of Rs 40 crore during the last three financial years with a minimum of Rs 15 crore each during the last two consecutive financial years; minimum experience of five years in the field of advertising activities for reputed public limited companies; and full-fledged local office in Mumbai to support timely service to MTNL.

The short listed agencies after that will be ranked according to their turnover, experience, credentials and infrastructure post. They will then be called for presentation to MTNL. The empanelment of selected agencies shall be for a period of two years, which may be extended twice for a period of six months.

MTNL’s strategy includes understanding segmentation and buyer preferences and having a communication strategy for establishing its various brands. It intends to include all forms of media, electronic, outdoor, internet, direct mailing, exhibitions, events, public relations, etc. to achieve an integrated marketing communications.

For the record, MTNL was set up in 1986 by the Government of India to operate telecom services and upgrade their quality, expand the telecom network, introduce new services and raise revenue for telecom development needs of India’s key metros – Delhi and Mumbai.

In the past 20 years the company has taken rapid strides to emerge as India’s leading and one of Asia’s major telecom operating companies. The company has also been in the forefront of technology induction and introduced broadband and 3G services in India. MTNL is one of the Navaratna Companies of Government of India.

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