In the wake of a multi-agency pitch, Reliance Communications has moved its media mandate to OMD and MEC. The wireless data and DTH part of the business has been awarded to OMD, while the wireless part, which includes voice and 3G, has been assigned to MEC. The incumbent on the business is Mudra Max. The total business is pegged at upwards of Rs 400 crore.
The other agency in the fray besides the incumbent was MediaCom.
Confirming the development to exchange4media, Sanjay Behl, CEO, Reliance Big TV and Group Head - Brand & Marketing, Reliance Communications, said, “We have crafted a new vision for our brands, and we were looking for media partners that would enable us to achieve the vision, and hence this change.”