BSNL divides its creative duties between Grey Worldwide and Euro RSCG

The advertising duties for BSNL, which were up for review, have gone to Grey Worldwide, Euro RSCG and Media Direction.

BSNL has segregated its advertising duties into three different categories. The first category includes the corporate account and the Cell One brand; this part of the business has been bagged by Grey Worldwide.

The second category includes the landline and data businesses, both of which have moved to Euro RSCG. This means that BSNL’s One India plan campaign will now be handled by Euro RSCG.

The third category, which is the media buying and planning part, has moved to Media Direction, the media arm of RKSwamy/BBDO.

Around 10-12 agencies were in the fray for this business, out of which six are learnt to be from India’s top 20 list. The development was confirmed to agencyfaqs! by senior executives at Grey Worldwide and Euro RSCG.

Hari Krishnan, head of Grey’s Delhi branch, says, “Our clarity in terms of creative and strategic inputs on the brand has helped us bag this business.”

The size of the business which Grey will handle will be around Rs 50-60 crore.

It is learnt that BSNL plans to get aggressive with Cell One’s marketing and eventually increase the average revenue per user. The challenge for the company is also to increase Cell One’s market share and compete with WLL players in terms of pricing and strategy.

In addition, Grey will also work closely to build BSNL’s corporate image. In fact, it has been three years since BSNL launched its corporate campaign.

Euro RSCG plans to take a fresh approach to the creative strategy for the One India Plan campaign. In addition, the agency will also handle DataOne, BSNL’s Internet business. This part of the business is estimated to be Rs 15-20 crore.

© 2006 agencyfaqs!