Unitech Wireless has appointed ZenithOptimedia as its media partner to develop and implement a clutter-busting, multi-touch point plan that supports the launch and rollout of Unitech Wireless’ telecom services across India. The account size is estimated to be Rs 100 crore. Leo Burnett is the creative agency on the account.
As a key business partner, ZenithOptimedia’s focus will include traditional mass media to deliver saliency for the brand and product offerings as well as a robust innovative media approach to reach specific groups individually with customised messages.
Unitech Wireless is a joint venture company between Unitech Ltd, India’s second largest diversified real estate group, and Norway-based mobile services provider Telenor Group. So far, the Telenor Group has already invested Rs 2,620 crore through new shares in the joint venture company with an agreement to raise this to Rs 6,120 crore to hold 67.25 per cent stake.
The process to select the media agency ensured both transparency and speed. Five leading media agencies were briefed together in one forum to ensure the brief was consistent and competition evident to each. Three agencies were shortlisted based on their presentations to enter a second round of presentations and business and commercial negotiations. Following the second round, ZenithOptimedia was selected at the end of the session.
On selecting ZenithOptimedia, David Meneghello, Executive Vice-President - Marketing, Unitech Wireless, said, “For a service that’s underpinned on the individuality of each customer, reaching them in a manner that is unique and precise is crucial. ZenithOptimedia understood our approach and the challenge and impressed us with their commitment to do this effectively and efficiently. I believe we have the right partner to make our brand a success.”
Reacting to the win, Ambika Srivastava, CEO, ZenithOptimedia, said, “These are exciting times as India is witnessing phenomenal growth in the area of technology and communication, and Unitech Wireless has a thought-provoking and progressive communication agenda that completely integrates several opportunities offered by today’s media environment. The ZO team is extremely proud to be partnering in this path-breaking process.”
The launch media campaigns will mirror Unitech Wireless’ rollout plans. Advertising will break circle by circle; leveraging strong local media availability and ZenithOptimedia’s local market expertise of understanding consumer touch points in each launch market. The campaign is expected to optimise with a national media burst coinciding with national service availability.
On the budgets for the campaign, Meneghello said, “Understanding and addressing each market individually is not only our strategy, but also an opportunity to get closer to the consumer and build the brand locally. This allows us to plan with precision and commit budgets that yield more. Each market that we enter will have its own tailor-made media plan and spends. While modular, our spends will reflect the need to establish a strong telecommunications brand in India.”
The Unitech Wireless account will be led by Navin Khemka, backed by a strong team of planners, buyers and ideation experts. Ambika Srivastava; Satyajit Sen, Managing Director (North & East); and Pavan Chandra, Chief Strategy Officer, will support Khemka’s team as the service moves toward launch.