SSC&B Lintas bags BSNL One India plan

The creative as well as media duties have gone to SSC&B Lintas. Industry sources peg the size of the business to be within the range of Rs 15-20 crore

Bharat Sanchar Nigam Limited (BSNL) has awarded the creative and media duties for its new tariff plan, One India, to SSC&B Lintas. Sources disclose that although BSNL’s total media spends are in the region of Rs 40 crore, the company has allotted a media budget of Rs 15-20 crore for this plan alone. SSC&B Lintas has also been one of MTNL’s empanelled agencies since April 2005.

As per the One India plan, which will be launched on March 1, STD calls all across India will be cost just Re 1 per minute.

Ashish Bhasin, president, SSC&B Lintas, says, “I personally believe that such a plan is a revolutionary one; a first-of-its-kind step in the history of the telecom industry in India. Our creatives will be launched pan-India and not just be limited to a few metros, like some other telecom players.”

He adds that a combination of the correct strategy and an appropriate creative idea helped SSC&B Lintas clinch the business. The creative idea will revolve around the ‘oneness’ factor in India, and thereby highlight the One India plan.

The media mix for the campaign is yet to be finalised, but the initial launch announcement will see a heavy use of the print media, particularly certain leading dailies. Bhasin says that a multimedia campaign will also be recommended to the client.

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