Mudra Communications has been awarded the prestigious advertising business of Reliance Infocomm. The business will encompass devising the communications strategy for a slew of telecom and IT-related services scheduled for launch shortly.
This comes after advertising agencies were earlier called to stake their claim for the business. The agencies involved in the pitch were Grey Worldwide, Mudra Communications, Bates and McCann Erickson. The business is significant since it comprise virtually every aspect of telecom and IT-related product offerings. The total investment that Reliance Infocomm has envisaged for this mega convergence project is around Rs 25,000 crore.
While there is no indication on how much the total media spend will be, advertising industry sources place it in excess of Rs 20 crore for the first year. The media planning and buying side of the Reliance Infocomm business was earlier won by thhe WPP-owned Mindshare. Mudra’s outdoor media division Primesite Outdoor has already been awarded the outdoor business while Thompson Connect will handle the direct marketing (DM) side of the business.
Reliance Infocomm will formally launch its offering on December 28 this year. It is expected that it will commence with the Wireless in Local Loop (WLL) service in Gujarat. The company has already acquired the license to provide the service in 17 circles covering a large part of India.
Reliance Infocomm will be a player in the basic telephony segment in addition to providing national and international long-distance services. A significant of the proposed Rs 25,000 crore will go into the laying of optic fibre cable (OFC). This will be across 115 cities and will cover 60,000 kms.