Triton Delhi bags Cellnext; gets empaneled for Greater Noida Authority

The Delhi office of Triton Communications Delhi has won the creative and media duties of Cellnext Solutions - SMS content and service provider. The size of the business is modest. Company executives, however, inform that the potential for the business is promising.

Cellnext Solutions provides SMS content to leading mobile phone network operators in India and South East Asia. Cellnext is the exclusive service provider to operators such as BSNL and IDEA among others. And, to give an idea of the nature of the SMS-based content that Cellnext Solutions provides, it offers services such as news, cricket update, ringtone downloads, dating, jokes, etc. In all there are over 100 services.

Triton won the business on the basis of a strategy presentation. And, Triton's work experience with Samsung and now Panasonic swung the decision in its favour.

"Cellnext was looking for an agency with a good grounding in mobile phones and understanding the key drivers of the youth audience. Triton, given its five-and-a-half years stint with Samsung mobiles and currently with Panasonic mobiles, came out tops on this count. The agency made a strategy presentation illustrating its brand building ideas which led to Cellnext's eventual decision," explains Vivek Srivastava, executive director, Triton Communications.

In this space of SMS content applications, 8888 from Indiatimes is Cellnext Solutions' biggest competitor. In that context, the services of the agency has been engaged to lend the company a strong identity.

Elaborating on the objective of the agency, Srivastava says, "The objective of the company is to increase the usage of its services by mobile phone subscribers. Typically SMS downloads are focused towards the youth. Alongside, the idea would be to build the branding of Cellnext as a premier name in the space of SMS-based applications."

The other account Triton has won is that of Greater Noida Authority. The authority has empaneled Triton along with Pressman and O&M to help market its real estate business and industrial facilities to industries, large real estate developers and builders and other commercial groups. The authority has set aside a budget of Rs 3-4 crore to advertise its various projects and schemes.

"Greater Noida has emerged as a very fast growing part of the NCR in recent years due to its infrastructure, planning and amenities. From time to time corporate campaigns too are undertaken to enhance the appeal of Greater Noida as a destination of choice for business groups to set up their manufacturing plants or other facilities. So our task would be to aid the process through creative inputs," concludes Srivastava.

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