RPG Cellucom, the
51:49 joint venture between the Ram Prasad Goenka Group and Dubai based Cellucom, has awarded its media duties to Media Planning Group (MPG), part of the Havas Group. In fact, a few weeks back, the retail company had awarded its creative duties to Euro RSCG, which is also part of the Havas Group.
Nayyar says, "Based on our learning in the retail space, we made a strategic presentation on the growth of cellular retail in India."
The company is in direct competition with the Tata Group's Croma and Mukesh Ambani's Reliance Digital.
Pandey is expecting a boom in this sector with the entry of organised players, seeing that 95 per cent of the sales in this category are from the unorganised sector.
According to the communication plan for this new brand, print and radio are to be used extensively, besides below the line activities to drive footfalls towards the stores.
Besides this win, MPG also recently bagged the media duties for Bank of Baroda, the account size of which is pegged to be upwards of Rs 30 crore.
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