afaqs!

Tata Indicom reviews creative duties

By , agencyfaqs!, Mumbai | In Advertising | May 15, 2008
According to sources, most of India's top agencies which don't already handle a mobile operator account, have taken part in the pitch process. The size of the business is estimated to be more than Rs 50 crore

Cellular & #BANNER1 & # 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.

A frame from an FCB ad for
Tata Indicom featuring Kajol
The Tata Indicom advertising journey has been interesting so far. In 2005, McCann won the cellular account and worked on the Kajol-Ajay Devgan films (including Chal Chala Chal), while the Walky business went to Draft-FCB-Ulka (then FCB Ulka). Later, in 2007, the business was entirely consolidated with Draft-FCB-Ulka (with McCann retained for project work as and when required). This, according to industry insiders, was a result of McCann's president and star planner Santosh Desai quitting the agency.

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.