MindShare bags Reliance Infocomm media account

Reliance Infocomm has consolidated its Rs 18-20-crore media account with MindShare India. Both the company and the agency officials refused to talk on the issue; executives close to the development, however, confirmed the move.

Readers of agencyfaqs! would recall the story carried last month where we mentioned that the Reliance Group company has called most of the top media agencies in the country to pitch for its media duties. In the fray were eight agencies including Universal McCann, Starcom, Madison Media, Carat, Zenith Media, Lodestar (FCB-Ulka), Optimum Media Solutions (Mudra) besides MindShare. The pitch happened in the early part of September.

agencyfaqs! has learnt that the Reliance Group has actually put all aspects of the communication function of Reliance Infocomm - one of the group's most ambitious ventures till date - under the scanner. It seems the group is planning to sign on Primesite, the outdoor division of Reliance Group agency Mudra Communications, to handle the outdoor communication of Reliance Infocomm, besides roping in Thompson Connect (the direct marketing division of JWT) to handle its direct marketing duties. The company is believed to be examining the credentials of a bunch of public relations agencies as well in a bid to identify a PR partner. For the record, the creative duties of Reliance Infocomm have been vested with Mudra.

The company's reluctance to share its plans with the media is understandable. As was reported by agencyfaqs! earlier, the Reliance Group is planning a major foray in the infocom sector, offering a complete bouquet of voice, data and value-added services and high quality end-to-end connectivity including last mile connectivity on a single platform. The company has earmarked an investment of Rs 25,000 crore in IT, communication business in the next five years. As part of its infotainment business, Reliance Infocomm plans to launch a gaming and lottery service as well. That's not all. The Group has also bagged the basic service provider's license in 18 telecom circles across the country.

When viewed in this backdrop, it is obvious the agency partners have much to gain. None of them, obviously, is willing to jump the gun. An official announcement to this effect is expected next week. © 2002 agencyfaqs!