afaqs!

Uninor to meet creative agencies

By Ashwini Gangal , afaqs!, Mumbai | In Advertising | April 03, 2013
In spite of its legal troubles, the brand has continued to advertise.

Young telecom service provider Uninor is set to meet creative agencies, as part of a standard review process. Sources close to the development have confirmed the news to afaqs! Further, it is learnt that the review has not begun yet and that a few creative agencies agencies will be briefed next week.

Uninor

Most recently, Leo Burnett India has worked on the creative duties of Uninor. Storyboard Brandcom, a division of Milestone Brandcom Group, has worked on Uninor's outdoor advertising, prior to which Mudra Max handled the duties. Zenith Optimedia has handled the media duties.

Recall that last month the telecom brand promoted Rajiv Sethi, erstwhile circle business head, UP East, to the post of chief marketing officer.

For the record, Uninor was launched in 2009 (in nine circles) as a joint venture between Unitech, the infrastructure developer, and the Norwegian telecom brand, Telenor. The latter entered the Indian market in 2008. By 2010,
Uninor claims to have reached the 20 million subscriber mark, a figure that doubled by 2012.

Brand Uninor ran into trouble early last year when 22 of its 2G licenses were cancelled, as per a Supreme Court judgment. However, on the advertising front, Uninor was unperturbed. Soon after this development, the brand rolled out an aggressive mass media campaign to send out a clear signal to its consumers that it was going nowhere and was very much part of the telecom race.

Titled 'We Love Uninor', the campaign was an evident effort to re-instill confidence in its customers and to show commitment to its Indian operations. Though a TVC targeted at value-driven youth, the brand promoted its product-related benefits such as increased talk time and consequent freedom from frequent recharges.

Other popular campaigns from Uninor are the emotion-heavy 'Ab mera number hai' campaign (released around mid-2010) that portrayed the ambitious young Indian as a real hero, and a more functional campaign that followed later that year that drove the message of how talk time lasts longer with Uninor's discount plan.

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