Oxygen goes global with Worldphone

Oxygen Communications has bagged the creative duties for Worldphone. The size of the business is estimated to be worth Rs 9 crore

Oxygen Communications has bagged the creative duties for Worldphone. Worldphone uses the Voice Over Internet Protocol to enable you to talk to any destination in the world at a reasonable cost through a broadband connection and an ordinary telephone set.

Worldphone will first be launched in the Capital and then all over the country. The estimated size of the advertising spend is more than Rs 9 crore. The pitch for the business took place a month ago. The other agencies that participated in the pitch were Dentsu and Innocean.

Commenting on the development, Rajiv Kumar, chief operating officer, Worldphone, says, “We were looking for an advertising agency that is creative-heavy and able to convey the communication in an innovative manner to the target market. As it is a new concept and a new technology that is being introduced, it needs that inventive and insightful edge.”

Tarun Das

Tarun Das, creative chairman, Oxygen Communications, explains, “We offered a behavioural targeting method to Worldphone, which will enable us to target our audiences more appropriately and maximise our efforts. We offered the client a single-minded strategy that could give their brand national appeal. We also coupled the strategic part with activation ideas.”

The media mix for Worldphone includes print, outdoor, radio, below the line activities, mobile communications and the Internet.

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