Even before its official entry in India, Virgin Mobile has finalised MindShare as its media partner following a multi-agency pitch. As is known, Virgin Mobile had signed on Bates David Enterprise as its creative agency a month back.
Since Virgin Mobile has not yet announced its India foray, no official comments were forthcoming. Nonetheless, executives familiar with the development informed that Virgin Mobile had huge plans for the Indian market, and added that the account size was expected to be upwards of Rs 80 crore.
It is learnt that seven agencies were part of the media pitch process, of which only two made it to the second round.
Virgin Mobile is reportedly coming to India in alliance with Tata Teleservices. As per some media reports, Virgin Mobile would be an exclusive franchisee of Tata Teleservices, a model that is legally permitted in India, unlike MVNO (Mobile Virtual Network Operator) method that Virgin has used in other countries like Canada and the US.
A new entity largely owned by Tata Teleservices would be formed for this alliance. The products and services will be bundled under the Virgin name, supported by the services provided by Tata Teleservices. The development would mean that both the Tata Indicomm and Virgin brand names would exist in the space. Virgin, however, would be competing against the likes of Vodafone and Airtel.
Interestingly, the media agency for Vodafone is Maxus, which, too, like MindShare is a GroupM agency. With this development, two significant players of the telecom market are in GroupM’s fold.