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Bharti Cellular evaluates its Rs 80-cr media account

01-April-2004
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Bharti Cellular evaluates its Rs 80-cr media account

Sources reveal that the media business of telecommunications major Bharti Cellular is under review. The company has called for a few select agencies to make their presentations and a decision is expected shortly. The size of the business is pegged at a tidy sum of Rs 80 crore. Till date, the media buying mandate lay solely in the hands of Carat, while the planning duties were held by Media Edge, the specialist arm of Rediffusion DY&R. The intention could possibly be, to consolidate the entire media mandate under one roof.

Interestingly, agency sources claim that they are making presentations but Bharti’s Corporate Communication cell continues to deny any such development. Says Deepak Jolly, Director, Corporate Communications: “I would dismiss all of this as market rumours and, nothing else. We are not scouting around for a new media agency and are completely content with our existing agencies. The idea of a media review is far fetched and completely untrue.”

Bharti Enterprises, India’s leading telecom conglomerate, has been at the forefront of technology and has revolutionised telecommunications with its world-class products and services. Bharti has many firsts to its credit – ranging from being the first cellular service provider in Delhi, first Indian company to provide comprehensive telecom services outside India (Seychelles), fastest growing VSAT company in India, and the first multinational internet service provider. Together with the best global telecom partners, through joint ventures and alliances, Bharti Enterprise has brought to the Indian consumers brands and services like “Airtel” cellular and basis services, “Mantra” internet services, “Beetel” telephone instruments, Bharti Broadband and Bharti VSAT services.

AirTel, the premier mobile brand from Bharti has defined the cellular business, consistently setting new benchmarks for the Indian mobile industry, through marketing innovations, continuous technological up-gradation of the network, introduction of new generation value-added services and the highest standard of customer care. It has at present over 4,50,000 subscribers, being national in 350 cities in India and International in over 60 countries with 95 networks all over the world. AirTel has the unique distinction of being chosen as India’s best cellular service provider for four years in row and receiving the Techies Award in 1997, 1998, 1999 and 2000. AirTel’s pre-paid card, Magic has consistently held a dominant position in the market.

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