Following a multi agency pitch for one of the most significant businesses in the industry, the media duties for Reliance Communications will now be shared by Optimum Media Direction (OMD) India and MEC.
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Also on the cards is the result of the creative pitch that was called by the company, which Behl says will be announced shortly. DDB Mudra and Grey Worldwide were shortlisted for the final round of presentations.
The group has been betting big on communications in the category. Recently, Big TV, the DTH (direct to home) arm of the group, entered into a strategic partnership with the ad network start-up, Networkplay.in, to monetise its video on demand (pay per view) and interactive offerings.
Reliance Communications also made quite a splash in 2009 while launching its GSM services and signing a massive three year deal with actor Hrithik Roshan as brand ambassador.