Hutchison has given its national advertising mandate to a single agency, Ogilvy & Mather. Though numbers are being kept under wraps, the Hutchison account is envisaged in excess of Rs 30 crore and being billed as one of the biggest accounts in the Indian cellular domain.
Company’s strategic move to rope in a single ad agency for all four cellular circles — Mumbai, Delhi, Kolkata and Gujarat — is a radical departure from its traditional advertising strategy in India.
Till date, the Hong Kong-headquartered telecom colossus has worked through a clutch of independent advertising agencies besides O&M. The likes of Mudra, McCann Ericksson and Euro RSCG handled four different brands where Hutch operates cellular networks.