RCom reshuffles its creative duties amongst roster agencies

Big TV, the recently launched direct to home (DTH) venture of the Reliance ADA Group, has split its creative duties between Mudra and Leo Burnett, both of which are on the company’s roster. The ad spends are pegged to be more than Rs 60 crore. In an earlier unnoticed development, Cartwheel Creatives has got a bigger role in the Reliance mobility business.

Till now, Mudra was the only agency on the Big TV account; it was responsible for the launch campaign, ‘TV Ho Toh Big Ho, Varna Na Ho’, which was rolled out three months ago. Following that were capsule campaigns for other features, including the most recent one about ‘32 Cinema Halls’.

Currently, Mudra, Leo Burnett and Cartwheel Creatives are the three agencies that handle the Reliance Communications portfolio.

However, Sanjay Behl, group head, brand and marketing, Reliance Communications, has a different take on this. “Mudra is the lead agency for the Big TV campaign and Leo Burnett is the secondary agency on the account. We have the concept of a multi-agency pool where we can chose either of the agency to handle a campaign,” he told afaqs!.

Behl added, “The account has not been spilt according to the media vehicles to be leveraged. It’s just that Leo Burnett will also handle the account, along with Mudra.”

Madhukar Kamath, MD and CEO, Mudra Group, said to afaqs!, "Burnett as one of the club agencies on the RCom roster will come in and do projects. Could be TV, radio, print or even a leaflet! This has always been the practice at RCom."

He further explained, "The truth on the RCom account is that while Burnett was the agency on Mobility, DDB Mudra and TribalDDB had also done films and projects for Reliance Mobile. That didn't make us the lead agency for Mobility, of course. Just like it doesn't make Burnett the 'film and print' agency for Big TV."

Bobby Pawar, chief creative officer, Mudra, said, speaking to afaqs!, “Most of the strategic work will be done by Mudra and a couple of TV spots will be handled by Leo Burnett.”

Besides, Reliance Mobility, which is a huge part of the Reliance Communications business was shared between Leo Burnett and Cartwheels with Leo Burnett as the lead agency on the account, and Cartwheels as the secondary agency. However in August, the duties were reshuffled, and Cartwheels was appointed as the lead agency, and Leo Burnett as the second agency. Cartwheel is an agency owned by D Ramakrishna, who is popularly known as Ramki in the industry.

There is no change in the media duties. Mudra Radar, Mudra’s dedicated media agency for Reliance ADAG, will continue to work on Big TV.