exchange4media has reliably learnt that MindShare has retained the
media planning assignment for the coveted Reliance InfoComm media
account. MindShare would also carry out the 'post campaign' evaluations and
tracking exercise. The campaigns would however be 'released' by Mudra.
It is also learnt that an internal team at Reliance will handle crucial
media buying function.
This news comes after a series of reports in business press and trade
websites, including this site, that MindShare may have lost the
business. exchange4media, after verifications and checks, has learnt that
MindShare will indeed continue with media planning and tracking assignment.
Mudra Advertising will handle the release and billing part of the
Reliance is expected to buy media directly. This
team will work with planning inputs from MindShare. Media watchers
point out that procurement is a strong competitive edge at Reliance and
they expect these learnings to translate into better media buying too.
Reliance Infocomm is expected to make a big splash on December 28. In a
recent interview, Reliance
Group Chairman Mukesh Ambani said, "Various Reliance products including
Mobile services will be launched in almost all cities, on 28th December,
with a tribute to Dhirubhai. The communication will be centered on
Mera Sapna, Ab aapka apnaa.."