MTS’ digital duties move to Rediffusion Y&R Digital

The digital arm of Rediffusion Y&R will manage all digital brand communication, including creative, online media and social media, for Brand MTS.

e4m by exchange4media Staff
Updated: Nov 29, 2011 8:32 AM
MTS’ digital duties move to Rediffusion Y&R Digital

Following a multi-agency pitch, the digital arm of Rediffusion Y&R has won the digital business of Sistema Shyam TeleServices Ltd, which provides telecom services under MTS brand to over 14 million wireless subscribers across India. The team will manage all digital brand communication, including creative, online media and social media duties, for the telecom company.

Commenting on this partnership, Rachana Dharia – Business Head (Digital), said, “MTS is one of the fastest growing telecom brands in the country. Telecom provides immense opportunity to leverage the digital platform due to its direct engagement with customers and their relationship with communication. With MTS being a youth brand, we are excited about leveraging the digital medium and taking the brand further into the youth mind space. It’s a great partnership and we intend to do some extraordinary innovations that reach out to the ever-growing digital audience.”

According to Amitesh Rao, Director Brand & Media, MTS India, “As a next generation digital brand, MTS is in the process of rolling out a series of digital initiatives and innovations designed to empower and engage our customers. Reaching out to our customers in the digital arena is an essential part of our data centric strategy, and in Rediffusion Y&R – Digital we have the right partner to effectively and efficiently expand brand MTS’ digital footprint.”

On partnering with MTS, D Rajappa, President, Rediffusion Y&R said, “We are delighted to deepen our engagement with MTS and to partner with them in their focused quest for growth by leading the data space and building franchise among the fast growing youth market. Rediffusion will endeavour to provide seamless marketing support to MTS through effective collaboration across all media to create engaging and impactful creative content.”

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