Following a multi-agency pitch, Milestone Brandcom has bagged the out-of-home duties of Tata Teleservices’ brand Tata Indicom. Under the mandate, Milestone Brandcom will handle all three brands under Tata Indicom – CDMA, Photon and Walky – across 22 circles. MOMS Outdoor Media Solutions has bagged the Docomo business. The contract term is for two years. Industry sources have pegged the cumulative account size at upwards of Rs 100 crore.
Square Circle is the incumbent agency for the Tata Indicom account in the Mumbai & Maharashtra circles, while MOMS is the incumbent agency for the remaining circles. Laqshya Media is the incumbent agency for the Tata Docomo business.
It may be recalled that exchange4media had reported earlier that Tata Teleservices had called for a multi-agency OOH pitch in June 2010. Tata Teleservices had launched its mobile operations in January 2005 under the brand name Tata Indicom.
Reacting to this win, Nabendu Bhattacharyya, Founder & MD, Milestone Brandcom, said, “We are delighted about winning one of the largest mobile operators in our debut year of company incorporation. We are extremely thankful to the TTL team for entrusting faith in us and we would go the extra mile to contribute to Tata Indicom’s brand and business growth and look forward to a long-lasting business association.”
Tata Teleservices is also the market leader in the fixed wireless telephone market with its brand ‘Walky’. It has introduced the brand ‘Photon’ to provide a variety of options for wireless mobile broadband access.
Tata Teleservices had entered into a strategic alliance with NTT Docomo of Japan in November 2008 to offer differentiated products and services under the Tata Docomo brand name. Tata Docomo has received a pan-India license to operate GSM telecom services and has also been allotted spectrum in 18 telecom circles.
Tata Teleservices launches hunt for OOH agency