Reliance Infocomm wants to ensure that nothing is amiss as far as its communication is concerned. The telecom group had called for a creative pitch couple of months back and now has empanelled three agencies – Saatchi & Saatchi, Ambience Publicis and Mudra. Reliance officials inform that while it is difficult to give an account size, to give an indication, the above–the-line activities excluding outdoor will be pegged at around Rs 80 crore.
When the pitch was called, Reliance had many agencies to be adjudged based on the credential presentations. Following this, the company short-listed a few and gave them various assignments. “It was based on these assignments that we chose the agencies,” informs Kaushik Roy, Marketing Head, Reliance Infocomm, “Apart from that, there were other comfort level issues as well like commercial factors and so on that drove us in making the final decision.”
Saatchi & Saatchi has bagged the prepaid and post-paid responsibilities of Reliance India Mobile (RIM). Other duties like the corporate brand, PCO, broadband Web World, home broadband and international businesses amongst others will be divided between Ambience and Mudra. As is known, the duty of designing the corporate identity logo has been recently awarded to Umbrella.
As to when should we know what would be awarded to whom, Roy shares, “As and when the opportunity arises, these duties would be allocated.” For the record, OMS continues to be the media custodian of the group.