Tata Teleservices has appointed MOMS Outdoor Media Solutions (MOMS), an independent unit of Madison World, as its OOH agency. The incumbent agency was Aaren Initiative, which was also part of the pitch, as were Outdoor Advertising Professionals (OAP), Mudra, Street Culture, TDI, Outdoor Media Integrated, Laqshya and Navia.
Sam Balsara, chairman and managing director, Madison World, says that Madison Media already deals with Tata Tea and Tata Chemicals. And now, another unit of Madison World -- MOMS -- has been brought onboard to handle another Tata company -- Tata Indicom.
Lloyd Mathias, chief marketing officer, Tata Teleservices, says, "We really liked the ideas MOMS brought onboard for delivering the integrated solutions. Tata Indicom needed to leverage this medium as we expand our operations countrywide."
Contract handles the creative duties for Tata Indicom, which is the CDMA business from the Tata Teleservices stable, while Draft FCB Ulka handles the GSM business. The media duties for Tata Teleservices are handled by Lodestar.
Tata Teleservices provides services such as mobile services, wireless desktop phones, public booth telephony, USB modem, data cards and calling card services.
MOMS works on brands such as Coca-Cola, Dish TV, Zee TV, Max New York Life and Mother Dairy, among others.