Aircel reviews Rs 50-crore advertising duties

Reliable sources confirm that Chennai-based mobile service provider, Aircel, has called for a pitch for its creative duties. The creative duties are currently shared by Leo Burnett and RK Swamy/BBDO.

It is learnt that four agencies are currently in the fray for this business. These include Leo Burnett, RK Swamy, Bates David Enterprise and Dentsu. A few other agencies have also been invited to participate in the pitch. The participating agencies have been asked to make a creative and strategy presentation.

With the expansion plans up its sleeves, the ‘Aircel’ brand needs to be looked upon with a larger perspective. Considering the competition that the brand is expected to face in the national arena, Aircel has allocated an ad budget of around Rs 50 crore for the fiscal.

The company is looking at a 360 degree communication plan, spanning across television, print, and below-the-line activities.

Aircel’s network in Tamil Nadu spreads across 1,000 towns and 11,000 villages, serving over 40-lakh subscribers. With 13 new circles to be operational soon, the company plans to be a pan-India brand shortly.