Ambience Publicis wins RIM pre-paid campaign pitch

Reliance Infocomm is all set to launch a big-bang advertising campaign for Reliance India Mobile (RIM) pre-paid services in August. And, Ambience Publicis has been entrusted with the responsibility of helming the ad-blitz.

Pushpinder Singh, national creative director, Ambience Publicis, confirmed the development to agencyfaqs!.

What's significant is the fact that this is probably for the first time when Mudra Communications, a top advertising agency owned by the promoters of the Reliance group, will not be handling a Reliance group advertising campaign.

Singh said, "We are absolutely delighted to have won this prestigious account. This campaign is, of course, an one-off project and the agency will be earning a fee from this business."

"This win is a reflection of the hard work put in by every member of the Ambience team and especially Subhash Kamat, the COO of our Mumbai office, and his team. The efforts of Partha Sinha with his planning team also need a special mention. Last but not the least, the creative team has done a wonderful job after enduring all the sleepless nights."

It is understood that the campaign will break in August (which is certainly going to be tough for the Ambience creative team) and will be across media. However, no celebrities will be involved in the project this time. Cricketer Virendra Sehwag has been associated with RIM's earlier campaigns.

Meanwhile, there is an agency pitch happening for the Rs 80 crore RIM advertisement account. account, which is currently handled by Mudra. In fact, the account is expected to grow to Rs 120 crore this year, with Reliance rolling out more products (like pre-paid services, for example) and extending its geographical reach.

Agencies in the fray for the overall RIM business apparently include Ambience Publicis, Leo Burnett, McCann Erickson, Grey India and Bates India, apart from Mudra. It is likely that the business will be split between Mudra and another selected agency. © 2004 agencyfaqs!