afaqs!

Mudra bags ADA Group's DTH business

By , agencyfaqs!, New Delhi | In Advertising | August 24, 2007
O&M and McCann-Erickson were also in the fray for this business, which is estimated to be worth Rs 100 crore

Mudra & #BANNER1 & # Communications has won the creative duties for the ADA Group's DTH venture, Reliance Blue Magic. The pitch for this business was called a week ago, and the decision on this was taken late in the evening on Thursday. Sources close to the development have confirmed this to agencyfaqs!. The other two agencies in the fray for this business, which is estimated to be worth Rs 100 crore, were O&M and McCann-Erickson.

Before the pitch process started, a senior source within the ADA Group told agencyfaqs! that the company was looking forward to innovative creative ideas that would break the clutter in the market.

The DTH market already has three private players: the Zee group's Dish TV, the Tata-STAR joint venture, Tata Sky, and Sun TV's Sun Direct TV; in addition, there's the state owned DD Direct. Telecom major Airtel has already announced its entry in the market. Reliance Blue Magic will be the sixth player in this segment and will need effective communication to cut through to the consumers, who are already bombarded by strong communication from Tata Sky and Dish TV.

Reliance Blue Magic will start its services by the end of the year. The group is looking at providing satellite based broadband Internet services along with its DTH offerings. It is also looking at an entire range of voice and data services, including facilities such as video on demand, to offer higher interaction to its consumers.

The Airtel business is handled by JWT, while the Tata Sky business is in Rediffusion's custody.