afaqs!

HFCL Infotel on the hunt for a creative agency

By Neha Kalra , afaqs!, New Delhi | In Advertising | August 11, 2008
The business is estimated to be worth Rs 6-7 crore

HFCL & #BANNER1 & # Infotel, a venture of the HFCL Group, which offers fixed line telephony (telephone services), mobile telephony, broadband services, customised data services and value added services, is looking for a creative partner. The business is estimated to be worth Rs 6-7 crore.

The incumbent agency for HFCL's brands, Connect and Ping, is Vyas Gianetti Creative (VGC). VGC helped the company launch the mobility brand, Ping, in 2007 and played an instrumental role in carving an identity for the brand.

Vijay Singh Bainsla
Connect is the fixed landline and broadband brand of HFCL, which was launched in 2000. Lowe handled the creative duties of Connect for the initial five years. In 2005, Everest became its creative custodian. In late 2007, the creative businesses of both Connect and Ping were awarded to VGC.

HFCL currently exists in a single circle - Punjab - and is looking at expansion. Confirming the news about the pitch to afaqs!, Vijay Singh Bainsla, general manager, marketing, HFCL Infotel, says, "We have looked at the presentations from Euro RSCG, TBWA and Crayons Advertising."

HFCL Infotel, combining both mobile and fixed line telephony, holds 4 per cent subscriber market share. BSNL has maximum market share (25 per cent) in the subscriber base, followed by Airtel (24 per cent), Spice (20 per cent), Vodafone (12 per cent) and Reliance and Tata Indicom (8 per cent each).

Ping currently has a subscriber base of 2.25 lakhs, while Connect has 2.61 lakh subscribers.

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