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Reliance InfoComm media account: MindShare to handle Media Planning and Tracking, Mudra to release ads

18-December-2002
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Reliance InfoComm media account: MindShare to handle Media Planning and Tracking, Mudra to release ads

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 business.

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.."

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