Tata Indicom Broadband business moves from McCann to Ambience

By , agencyfaqs! | In Advertising | February 21, 2007
According to industry sources, the size of the business is around Rs 5-6 crore

From the & #BANNER1 & # looks of it, Ambience Publicis has quietly lured away the Tata Indicom Broadband business from McCann-Erickson. Comments were not available from any of the parties involved.

This is perhaps a double whammy for McCann, after having lost the Tata Indicom cellular business to FCB Ulka recently. As is known, Tata Indicom wanted to consolidate its cellular business with one entity, as FCB already handles Tata Indicom Walky.

The broadband business ad spends are valued at Rs 5-6 crore by industry sources. An outdoor campaign with a tongue-in-cheek approach has already been doing the rounds in Mumbai. One of the hoardings that agencyfaqs! spotted has two lines of copy. The first line has a quote from the client, listing the Tata Indicom broadband offering and what it entails. The second line has a reaction from the agency, 'Wow! We don't need to come up with clever headlines for this one'.

Tata Indicom Broadband's advertising activities have so far been fairly localised and limited to areas where it is present. But, with expansion plans around the corner, all that is set to change. Television advertising is a possibility at a later stage, sources inform agencyfaqs!

Tata Indicom Broadband is the broadband offering of Videsh Sanchar Nigam Limited (VSNL), provider of international telecommunications and Internet services. Now a part of the Tata Group, VSNL aims to grow its retail and corporate presence under the Tata Indicom brand, through Internet products such as high speed broadband, dial-up Internet and net telephony.

2007 agencyfaqs!

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