Bharat Sanchar Nigam has empanelled four advertising agencies for a Rs 20 crore media blitzkreig, which will be spread over the year. Grey Worldwide, Saubhagya, Headstart and Adfactors are the agencies entrusted with the task of creating sufficient awareness on behalf of BSNL.
At a time when private telecom players are going all out to put their stamps on basic fixed services, mobile telephony and WLL, BSNL feels the need to connect with subscribers immediately.
BSNL has already started WLL services in Gurgaon and plans to launch similar services in Punjab and parts of Haryana shortly. By the year end it plans to cover the entire country.
Since it has the license to operate mobile telephony throughout the country, BSNL is also planning to build a brand of its own, along the same lines as Dolphin of MTNL.
For GSM, BSNL's main competitors will be Bharti, Hutchison, BPL-Batata, and Escotel. Also, BSNL is gearing up to face the high profile Hutchison, Bharti and Reliance in Kolkata.
The brand Airtel has already made inroads into the minds of people, thanks to the Rs 2 crore media spend that Bharti spent on its commercial.
The state-owned MTNL has also empanelled six new agencies, HTA, Pressman, Adfactors, Satchi & Satchi, Everest and Mudra for high-voltage advertising campaign for its mobile service, Dolphin.