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Mudra retains Reliance Infocomm's creative duties

By , agencyfaqs! | In | November 21, 2002
Mudra Communications has successfully defended the creative account of Reliance Infocomm following a two-month-long, closely contested pitch


Mudra Communications has successfully defended the creative account of Reliance Infocomm - the ambitious Rs 25,000-crore convergence project of the Reliance Group - following a two-month-long, closely contested pitch. agencyfaqs! has gathered from reliable sources that Mudra held at bay sustained presentations by McCann-Erickson India, Grey Worldwide and Bates India, to retain its hold over the business, which is 'guesstimated' to be somewhere in the vicinity of Rs 40-50 crore.

When contacted, Mudra officials, however, declined to comment on the development. Similarly, executives at Reliance Infocomm refused to entertain any conversation, although one executive did mention that, "Mudra is our creative agency." Following the awarding of the creative duties, this is how Reliance Infocomm's agency roster reads. Mudra is the creative agency, while MindShare India is the media buying-and-planning partner. Primesite, Mudra's outdoor division, is to handle all outdoor communication, while Thompson Connect (the direct marketing division of JWT) is in charge of direct marketing duties.

This is the second occasion that a part of Reliance Infocomm's creative account was up for review. agencyfaqs! understands that approximately a year-and-a-half ago, the entire account was put on the table, and after another full-blown pitch, the account was split among five agencies - Mudra, O&M, JWT (then HTA), Lowe (then Lowe Lintas) and Euro RSCG India. However, some six-seven months ago, all businesses - broadly categorized under mobile telephony, web stores and enterprise solutions - were consolidated with Mudra. Advertising, however, was minimal. Incidentally, the just-concluded pitch was for the mobile telephony part of the business.

To put things in perspective, 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 the 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. The Group has also bagged the basic service provider's license in 18 telecom circles across the country.

It is in this context that Mudra's gain can be best appreciated. For not only does all this add up to a significant growth in billing, the fact that the Reliance Group has chosen Mudra to partner it in its venture into consumer businesses should give the agency much joy. © 2002 agencyfaqs!

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