phone operator Tata Indicom has called for a creative pitch in which, apparently, most of India's top agencies which don't already handle a mobile operator account, have taken part. The incumbent on the business is Draft-FCB-Ulka, which won the account in January 2007.
According to sources, Draft-FCB-Ulka has pitched to retain the business; the other probable agencies in the fray include Grey Worldwide, Fortune Communications, Contract, McCann-Erickson, Saatchi & Saatchi, Euro RSCG and Saints & Warriors. A shortlisting process is already under way, but which of these has made the final cut could not be confirmed. Reliable sources reveal that the ad spend for Tata Indicom is pegged at well over Rs 50 crore.
Tata Indicom featuring Kajol
Since then, Draft-FCB-Ulka has created several campaigns (particularly network and talk-time ones) involving brand ambassador Kajol, based around the thought, 'Switch to Tata Indicom and experience the difference'. The ads enjoyed high visibility in the media.
On the reasons for the pitch process, a source says, "It isn't so much about dissatisfaction with FCB as it is about wanting to try out a variety of ideas from other agencies." Abdul Khan, president, marketing, Tata Indicom, was unavailable for comment at the time of filing this report.
The pitch is only for creative agencies. The media duties are not under review.