afaqs!

141 Sercon bags BTL duties for Tata Indicom

By , agencyfaqs!, New Delhi | In Advertising | September 12, 2007
Tata Indicom has taken on 141 Sercon as its CRM partner; the size of the business is Rs 5 crore

Tata Indicom & #BANNER1 & # has appointed 141 Sercon, the marketing services division of Bates Asia, its CRM partner. 141 Sercon will handle the Tata Indicom business at the national level; the telecom company has allocated a budget of Rs 5 crore for the purpose.

The development has been confirmed by Ajit Narayan, head, strategic planning, Asia, 141 Sercon.

Ajit Narayan 141 Sercon will use strategic planning and specialised creative functions to help Tata Indicom achieve various below-the-line objectives. Narayan says, "The business came to us because of our extensive below-the-line research. And the strategic inputs given by us turned out to be superior to those by other agencies in the fray."

Elaborating further, Narayan says, "All telecom operators talk of segmentation. Our emphasis was on how to create a better bonding with our customers. In short, our mandate was to deploy better CRM practices for Tata Indicom."

As a below-the-line agency, 141 Sercon provides solutions like direct marketing, event and promotions, online marketing, database management and analytics and customer contact solutions in addition to one-to-one consulting.

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