Tata Indicom splits creative duties between Contract, DraftFCB Ulka

By Devina Joshi , afaqs!, Mumbai | In Advertising | June 02, 2008
The size of the business is estimated to be upwards of Rs 50 crore

Cellular & #BANNER1 & # phone operator Tata Indicom, which had called for a pitch some time ago, has selected two agencies to handle its creative duties, Contract and DraftFCB Ulka.

As reported by afaqs! earlier, Tata Indicom had called for a creative pitch in which the incumbent agency, FCB Ulka, also took part, along with other contenders such as Grey Worldwide, Fortune Communications, Contract, McCann Erickson, Saatchi & Saatchi, Euro RSCG and Saints & Warriors.

Abdul Khan
"Following the review, we chose Contract and DraftFCB Ulka as our roster agencies," confirms Abdul Khan, president, marketing, Tata Indicom. While Contract will handle the larger part of the business, DraftFCB Ulka has been retained to handle occasional assignments and specific projects as and when the need arises. Ad spends for Tata Indicom, as per industry estimates, are upwards of Rs 50 crore.

Brand ambassador Kajol will continue to be a part of future campaigns, Khan reveals.

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 DraftFCB Ulka (then FCB Ulka). Later, in 2007, the business was consolidated with DraftFCB Ulka, while McCann was retained for project work as and when required. Slowly, the business eased out of McCann. This, according to industry insiders, was a result of McCann's president and star planner Santosh Desai quitting the agency.

Since then, DraftFCB Ulka has created several campaigns (particularly network and talk time ones) involving Kajol, based around the thought, 'Switch to Tata Indicom and experience the difference'. The ads enjoyed high media visibility.

There is no change on the media agency front: Lodestar Universal continues to handle the media duties.