ZenithOptimedia wins media mandate for Unitech Wireless

By afaqs! news bureau , afaqs!, Mumbai | In Media Planning & Buying | September 11, 2009
Unitech Wireless has appointed ZenithOptimedia as its media partner after a multi agency pitch that included five media agencies

ZenithOptimedia has been appointed to handle the media duties for Unitech Wireless. The account was awarded after a pitch process involving five leading media agencies, out of which three were shortlisted, including ZenithOptimedia, for the final round of presentations.

A source tells afaqs! that Initiative Media and MediaCom were among the media agencies involved in the pitch.

David Meneghello, executive vice-president, marketing, Unitech Wireless says in a press statement, "For a service that's underpinned on the individuality of each customer, reaching them in a manner that is unique and precise is crucial. ZenithOptimedia understood our approach and the challenge, and impressed us with its commitment to do this effectively and efficiently. I believe we have the right partner to make our brand a success."

& #BANNER1 & #The agency's focus will include traditional mass media to deliver saliency for the brand and product offerings, along with an approach to reach specific groups individually with customised messages.

Ambika Srivastava, chief executive officer, ZenithOptimedia, says, "These are exciting times as India is witnessing phenomenal growth in the area of technology and communication and Unitech Wireless has a thought provoking and progressive communication agenda that completely integrates several opportunities offered by today's media environment. Our team is extremely proud to partner it in this path breaking process."

While the size of the account could not be ascertained at the time of the filing this report, on ad spends of Unitech Wireless, Meneghello says, "Each market we enter will have its own tailor made media plan and spends. While modular, our spends will reflect the need to establish a strong telecommunications brand in India."

Navin Khemka, senior vice-president, ZenithOptimedia will lead the team of planners, buyers and ideation experts supported by Srivastava; Satyajit Sen, managing director, north and east; and Pavan Chandra, chief strategy officer.

Leo Burnett handles the creative mandate for the brand.

Unitech Wireless is a joint venture company of India's second largest diversified real estate major Unitech Ltd. and the Norway based, world's seventh largest mobile services provider, Telenor Group.

Unitech Wireless holds a pan-India UAS license to offer mobile telephony services in each of India's 22 circles. It has also received spectrum to roll out these services in 21 of the 22 circles and intends to roll out its services in select circles by the end of 2009.