MPG bags RPG Cellucom

This is yet another great win for the agency after it bagged the Rs 30 crore Bank of Baroda business last month

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.

Anita Nayyar

Anita Nayyar, CEO, MPG India, says that the business was awarded to MPG India after a few rounds of presentation, and was not just a fallout of the creative duties being aligned with Euro RSCG, its creative face. However, no other agency was reviewed for this piece of business, which is estimated to be in the range of Rs 6-8 crore.

Nayyar says, “Based on our learning in the retail space, we made a strategic presentation on the growth of cellular retail in India.”

RPG Cellucom is a specialised retail outfit that sells various mobility products in the communication space, be they mobile phones, laptops, accessories, pen drives or other IT peripherals from various brands. The company opened its first outlet late last year at Sahara Mall in Gurgaon.

The company is in direct competition with the Tata Group’s Croma and Mukesh Ambani’s Reliance Digital.

Biswajit Pandey, head, marketing, RPG Cellucom, says, “We hope to position the RPG Cellucom brand as one with technological superiority targeted at tech savvy consumers, rather than as mobile phone stores that are merely targeted at the youth.”

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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