After Reliance Communications launched its GSM service, it is now Tata Teleservices Maharashtra's (TTML) turn -- the company is planning to launch its GSM service in parts of the country. Considering that telecom is the largest category spender in outdoor, contributing close to 42 per cent of the industry's business, it is no wonder that TTML has planned extensive outdoor advertising for the launch.
For this, the company has awarded its media duties to two outdoor agencies -- Outdoor Media Integrated (OMI), a division of Laqshya Media, for Maharashtra (excluding Mumbai) and Goa, and Navia Asia for Mumbai.
The agencies will look into the planning, buying and execution of outdoor media solutions.
In an official communiqué, Abdul Khan, head, GSM marketing and advisor to MD, TTML, says, "Our GSM operation is bound to create ripples in the hugely competitive telecom market. We are looking at partners who will join forces with us in this endeavour. OOH will play a critical part, especially in the metros. We are confident that both Laqshya and Navia Asia are capable of taking on the crucial responsibility for OOH communication and visibility for the GSM operations."
Sanjay Yashroy, president, OMI says, "At Laqshya Media, we are indeed privileged to partner with TTML's GSM operations for their out-of-home advertising needs. We understand the critical role that OOH plays in the telecom domain. Our experience and credentials will hold us in good stead and ensure the best vantage points for the GSM brand."
Sanjay Shah, chief executive officer, Navia Asia also confirms to afaqs! that the agency will handle the outdoor media duties for the Mumbai circle. He informs that this is the only telecom brand that Navia Asia is handling for now.
TTML is part of the Rs 120,000 crore Tata Group, which has over 87 companies. TTML is licensed to provide telecommunication services in Maharashtra (including Mumbai) and Goa and has over 7.5 million customers in these states. For the record, the company was recently rated the No. 1 wireless operator in overall customer satisfaction across Maharashtra and Goa, in surveys commissioned by the Telecom Regulatory Authority of India (TRAI).