based agency Square Communications has bagged the advertising duties for Fly Mobile, a mobile handset brand which belongs to the UK based mobile handset company, Meridian Telecom.
The business, which is estimated to be worth Rs 1 crore, was bagged after a multi-agency pitch.
Square Communication will handle the creative and media duties for this account, besides managing celebrity endorsements for the brand.
According to Navneet Kapoor, CEO and president, Square Communications, the agency had a tough time getting in a celebrity who was well suited to the product in a very short period.
Malaika Arora Khan has been roped in as the brand ambassador for Fly Mobile.
Kapoor says, "It's always more challenging to establish a new brand in the market, but then, the multi-level communication plan that we presented to the client did the job for us."
Rajeev Khanna, CEO, Meridian Telecom, says "We were quite impressed with the agency's celebrity management skills. Besides, it was very perceptive to our needs."
For the record, Fly Mobile is a major player in the East European handset market. The brand is quite popular in markets such as Russia, Ukraine and in Western Europe.
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