The telecom service provider MTS has retained MPG India, the media planning and buying outfit of Havas Media, to handle its media business. The development is a result of a multi-agency, five-way pitch process that started in August 2010, and included media agencies such as Mediacom, Mudra, LMG and Motivator.
In an official communiqué, Amitesh Rao, director, brand and media, MTS India, says, "Recently, we had unveiled a new brand identity for MTS designed to resonate with the new realities of today's youth, with the tagline, 'A Step Ahead'. In sync with the same philosophy, we are happy to sign up MPG."
MTS has been working with MPG since its launch in 2009.
Anita Nayyar, chief executive officer, MPG India and South Asia, in an official release, says, "MTS is a challenger brand with a trajectory which is nothing short of spectacular. The DNA and ethics that have contributed to MTS' success are shared by the MPG team, and I am happy to say that our track record on MTS' account has been 'zero error', which is one of the reasons why the clients have decided to extend the relationship with us."
For the record, MTS is a part of Sistema Shyam TeleServices Limited (SSTL), a joint venture between Sistema of Russia, the Russian Federation and the Shyam Group of India. Sistema is the majority shareholder in the joint venture company which operates its telecom services under the MTS brand.
The telecom service provider claims to have more than 11 million wireless subscribers, and under the MBlaze brand (wireless internet), provides mobile broadband services to more than 7,00,000 customers in more than 150 cities and towns across the country.