Devina Joshi

Hyderabad based Mindset EYW bags a part of Satyam Computer Services

Mudra was the only one handling Satyam Computer Services, but now, it will share duties with Mindset EYW

Satyam Computer Services, the global IT consulting and services provider, which was till date being handled solely by Mudra, has decided to expand its operations. For this purpose, the company has empanelled another agency, Mindset EYW, to handle its creative duties along with Mudra.

Although both Mindset and the client are tight-lipped about the size of the business that has gone to the agency, industry sources peg it at around Rs 5-6 crore.

Initially, Mindset EYW will also handle the media buying and planning. “Depending on the amount of work, we will decide whether we want to go in for a full-fledged media agency or not,” says Indraneel Ganguli, vice-president, corporate communications, Satyam Computer Services.

Ganguli says that one agency was not enough since Satyam is planning to expand its operations. “The volume of work will definitely warrant the empanelment of two agencies,” he says.

Incidentally, Mindset EYW has been working on the creative duties for Nipuna, Satyam’s BPO arm, ever since its inception in 2003. Ganguli says, “Given the kind of work that Mindset has done for Nipuna over the years, the agency was our logical choice. We believe Mindset has both the professional capabilities and the creative energy to help us take our brand forward.”

Santha John, managing director, Mindset, says, “As Satyam moves into the next orbit of its growth globally, we look forward to working on its branding and communications.”

The media mix is yet to be finalised, but will include B2B as well as B2C communication. It is learnt that mass media such as television, press and outdoor may also be used.

For the record, Satyam Computer Services is a global IT consulting and services provider, offering expertise aimed at helping customers reengineer and reinvent their businesses to compete successfully in an ever-changing marketplace. Satyam’s ideas and products have resulted in technology intensive transformations that have met the most stringent international quality standards. Satyam Development Centers serve 452 global companies. Satyam’s presence spans 53 countries, across six continents.

© 2006 agencyfaqs!

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