Airtel, one of India's popular mobile service operators, gets ready to launch in Sri Lanka, it has appointed Madison Media Sri Lanka as its AOR in that country. Madison Media is the AOR for Airtel in India and also the AOR for other Bharti Group companies such as Bharti AXA Life Insurance, Bharti AXA Mutual Fund, Bharti DTH and Bharti Retail.
Airtel called for a pitch and evaluated two agencies in Sri Lanka, MindShare and Madison, and ultimately selected the latter.
Sam Balsara, chairman and managing director, Madison World, says, "If P&G gave us a head start in media in India, Airtel is doing so in Sri Lanka."
In 2007, Airtel was awarded the licence to provide 2G and 3G mobile services in Sri Lanka. The company recently announced its plans to invest US$200 million in setting up and expanding its operations in the country over the next five years.