Reliance Infocomm, the Rs 25,000 crore convergence project from the Reliance group, is in the process of inviting advertising agencies. The company will shortly roll out a slew of telecom and IT-related services. According to sources the agencies in fray are Grey Worldwide, Bates, McCann Erickson and Mudra Communications.
The current pitch will be for the creative side of the business since the media buying and planning has already been won by WPP-owned MindShare. While there is no confirmation on what the size of the budget will be, overall media spend is said to be in the excess of Rs 20 crore during the first year.
The Reliance Infocomm account is currently with Mudra though there has been no significant advertising so far. In fact, the company had centralised its media business with MindShare last month. MindShare, which will be the “Agency On Record” (AOR), will handle all media buying and planning on print, television and radio while Primesite (a division of Mudra Communications) will handle the outdoor activities. Thompson Connect, the direct marketing arm of JWT, will handle all activities related to direct marketing.
The Reliance Infocomm account is said to be prestigious since it will involve activity on a variety of telecom, IT and broadband related areas. Reliance Infocomm will launch a host of services that will include basic telephony, national long distance and international long distance. Considered one of the most ambitious projects in the telecom sphere, the company will launch the wireless with limited mobility service (WLL).
The service touted as the “poor man’s mobile” is expected to be launched in the last week of December this year.