Mudra Communications has won the creative mandate for the Anil Dhirubhai Ambani (ADA) Group’s DTH venture Reliance Blue Magic. McCann-Erickson and O&M were the other two agencies in the fray. The account size is in the vicinity of a whopping Rs 100 crore.
The pitch happened last Sunday, and comprised two rounds – one with ADAG’s Sanjay Behl, and the other with Anil Ambani, Chairman, ADAG, and other members from the group and the DTH project.
Bobby Powar, National Creative Director, Mudra Communications, commented, “We are delighted to have won the account against O&M and McCann-Erickson. Our presentation provided great depth and understanding of their business. We took every facet of their business into consideration, and that is what I think tilted things in our favour.”
The DTH market in India has four players already -- Zee group’s Dish TV, Tata Sky from the STAR-Tata Group JV, Sun TV’s Sun Direct, and DD Direct. Bharti Airtel is expected to enter the market later this year. Powra said it is a challenge for them to get the right mix of communication to make an impact on consumers.
Reliance Blue Magic will enter the market at the end of the year. They are also looking at providing satellite-based broadband connections.