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Dentsu Media added to Aircel roster; Starcom continues as media agency

24-September-2009
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Dentsu Media added to Aircel roster; Starcom continues as media agency

Telecom major Aircel has added Dentsu Media to its media agency roster. It is understood that Dentsu would be handling the TV business for Aircel, while the remainder would be handled by Starcom Worldwide. As is known, Dentsu Communications is handling the creative duties for Aircel.

Earlier, the mammoth Rs 200 crore account was divided between Starcom Worldwide and Carat, wherein the latter handled the business in Chennai and Tamil Nadu markets.

When contacted, Aircel’s Marketing Head, Rahul Saighal, said, “We do not comment on market speculations.”

The agencies involved, too, have nothing to say for now.

Reiterating that Dentsu is all geared for the business, a source familiar with the situation said, “Dentsu Media would be focusing on building long-term brand properties to conceive innovative media solutions in a vastly fragmented media market.”

Aircel, which has been operational in south India (Tamil Nadu), has expanded its network in the northern and eastern parts of the country, and has also started operations in states such as Assam, the North East, Orissa, West Bengal, Jammu and Kashmir, Himachal Pradesh and Bihar. The mobile service provider is aiming for a pan-India presence this year.

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