TBWA Tequila wins duties for Subex Azure

By , agencyfaqs!, New Delhi | In Advertising | August 08, 2007
Subex Azure has appointed TBWA Tequila as its integrated communications partner

TBWA India's

integrated marketing services division, Tequila, has won the duties for Subex Azure, a global provider of OSS (operation support services) solutions for the telecom industry. There was no conventional pitch for the business. TBWATequila India demonstrated the application of its famous Disruption Philosophy to Subex Azure and was awarded the business. The development has been confirmed by Sanjeev Gadre, vice- president, marketing, Subex Azure.

Subex Azure products empower telecom operators to achieve competitive advantage and deliver new service experiences to subscribers. Subex Azure's customers include 32 of the world's 50 largest telecom operators and the company has more than 150 installations in more than 60 countries.

Says Gadre, "The Disruption Philosophy of TBWATequila is what got us interested and, after we went through the entire process, we saw the potential for TBWATequila to bring us the benefits of their integrated approach. Moreover, the model of engagement proposed by TBWATequila was very interesting."

Says Kaustav Das, senior vice-president, South, TBWAIndia, "Disruption is our philosophy and strategic business tool which can be applied to any category. We are delighted and excited because this is the first time we have applied it to a global software brand and this is our big opportunity to build the Subex Azure Brand globally using Disruption."

The media mix for the business is still undecided since Subex Azure has a presence in more than 60 countries and its global plans are still to be finalised. TBWATequila will be using its integrated skills to come up with Disruptive Communication for unconventional media and mass media.

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