Platinum Outdoor to handle Idea Cellular's OOH duties in the Northeast

The account has been won by Platinum's Kolkata office

Platinum Outdoor, the independent OOH specialist unit of Madison World, has won the OOH duties for Idea Cellular's West Bengal and Northeast circles, where cellular services are soon to be launched.

The agency claims to have participated in a multi agency pitch which included agencies such as Bates and Aaren Initiative, too.

The account has been won by Platinum's Kolkata office, which services clients such as ITC, PepsiCo and Samsung, as well as other projects in this region.

Platinum Outdoor to handle Idea Cellular's OOH duties in the Northeast

Discussing the eastern market for Platinum, Arminio Ribeiro, chief executive officer, Madison Outdoor Group, says, "We believed that in this region, there will be increasing business demands in the near future. Hence, we began the process of setting up a full-service integrated OOH business offering in mid 2008, with local talent across a wider platform – traditional formats, design, activation, retail and operations."

He adds, "Today, I am confident to say that we have some of the best minds and the most experienced talent in the eastern region."

The win comes close on the heels of Platinum Outdoor winning two other Idea Cellular circle pitches, namely Karnataka and Tamil Nadu, in the first quarter of 2009-10. Currently, the agency services nine other Idea circles.

Pradeep Srivastava, chief marketing officer, Idea Cellular chooses not to comment on this but says, "Idea has a large number of circles coming up and we will continue working with our long-term partners in outdoor that include 141 Wall Street and Platinum Outdoor."

For the record, 141 Wall Street also handles 10 Idea Cellular circles, including Mumbai, Maharashtra, Gujarat, Rajasthan, Bihar, Orissa, Kerala, Delhi, UP-west and Andhra Pradesh.

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