Devina Joshi

Cartwheel Creatives bags Qualcomm, inventors of CDMA technology

For the first time, Qualcomm wishes to have a separate campaign for its CDMA technology in order to popularise its usage. Industry sources put the size of the business at Rs 5-8 crore


MUMBAI, June 29

Following a multi-agency pitch, Cartwheel Creatives has clinched the creative duties for Qualcomm – the inventors, designers and suppliers of CDMA technology. An industry source close to the development confirmed this to agencyfaqs! The source further said the size of the business is estimated to be around Rs 5-8 crore.

The pitch had five to six agencies in the fray, including Euro RSCG and Contract. The media pitch took place at the same time as the creative one, but a decision on the media agency will be taken soon.

For the record, Qualcomm is the supplier of CDMA technology in India to telecom giants Reliance Communications and Tata Teleservices. So far, CDMA has always been co-promoted as an offering on mobile handsets. But now, it is learnt, Qualcomm wishes to promote CDMA separately as a technology, which is a first for India.

“The aim is to convert existing GSM users to CDMA, and also bring in new, first-time users,” the source said. CDMA is believed to facilitate faster downloads, better resolution, clarity and coverage. Also, it is closer to 3G than its competitor technology, GSM. It is a better option for video downloads and live programming on cell phones, “And this is what Qualcomm will bring out in its communication,” according to the source.

Qualcomm is likely to go the whole hog on the media mix, with television, press, radio, outdoor and below-the-line activities in the consideration set. Apart from that, Qualcomm will also conduct promotional activities with its business partners Reliance Communications, Tata Teleservices and mobile handset manufacturing companies.

© 2006 agencyfaqs!