Top Story

e4m_logo.png

Home >> Advertising >> Article

Vodafone on media biz: ‘There is a longish transition period in India’

01-September-2009
Font Size   16
Vodafone on media biz: ‘There is a longish transition period in India’

Vodafone has rested its global media duties with OMD Worldwide, following which, there has been significant confusion on the India side of the business. In literally a game of ‘which camp you are talking to’, the industry speculated on the duties being with OMD or with Maxus. There even was guesswork on whether India was one of the impacted markets in the global review to begin with.

Some aspects of the conjectures were quelled when Vodafone India said in an official statement: “There would be a longish transition period, during which our existing agency (Maxus) would continue to service the business in India.”

exchange4media readers would recall that the uncertainty of the transition period was in question even after the global decision was first announced on August 28, 2009.

Vodafone’s statement still leaves a key question unanswered – how long is the transition period? Vodafone India did not have any official comment forthcoming on this, and that has led to some more market assumptions on the subject.

One would recall that even at a very local level, when the Aditya Birla Group was consolidating its media business with Mindshare in 2008, it had taken Idea Telecom one year to break away from its incumbent Lintas Media Group and move into the Mindshare India fold. Industry sources say that it would not be too surprising if even the Vodafone transition period gets stretched to that kind of a timeframe.

We certainly have not heard the last of it yet, and there is still time before there is further clarity on this subject.

Also read:

OMD wins Vodafone’s global media biz; changes to take place in India too

Tags

Vijay Mansukhani, speaks to exchange4media about the resurgence of Onida, the scope of growth of consumer electronics market in India and the reasons why Indian consumer electronics brands don’t compete on a global scale

Projjol Banerjea opens up about hiring Anne Macdonald and GroupM's Rob Norman, and the brand's new identity

Meera Iyer tells exchange4media that in FY 2016/17, bigbasket clocked a revenue of Rs 1,400 crore. The online supermarket currently stands at 70,000 orders a day, with operations in 25 cities.

CMO, Kashyap Vadapalli on the start-up’s marketing play, why it has decided to stay away from IPL and response to its furniture rental apps

The campaign, featuring brand ambassador Farhan Akhtar, exhorts consumers to showcase their achievements through the walls of their homes.

We list a few important stories that you may have missed in the week gone by

The campaign takes the narrative forward to persuade prospective investors to invest in mutual funds