The brand's digital mandate was being handled by the digital arm of Rediffusion-Y&R, which was also handling the brand's overall creative duties.
Brandmovers India, a full-service digital creative agency, has bagged the social media account of MTS India. The appointment is the result of a multi-stage pitch process that saw participation from 19 leading social media agencies of the country.
According to sources, Hungama Digital, MRM Worldwide and specialist social agencies like Drizzlin, Social Wavelength and 2020 Social were in the fray for the account.
As part of the mandate, Brandmovers will power MTS' social media strategy that will include social media management, social media advertising, and content creation for all platforms over digital. The social media pitch was the first step of the comprehensive digital revamp being undertaken at MTS as part of the new digital strategy being rolled out by the company.
Commenting on the association, Leonid Musatov, chief marketing and sales officer, MTS India, says, "We wanted a fresh focus and renewed energy from our social media team to be able to mutually create content that engages our audience. We were looking for an interactive agency with an innate understanding of the social space and its underlying principles that could help us build the right platforms, programmes and digital content. In Brandmovers, we see a shared passion for the digital space, emphasis on innovation, and desire to create clutter breaking content."
Suvajyoti Ghosh, co-founder and managing director of Brandmovers India, states, "Creating innovative digital work requires a strong alignment between client ambitions and the agency's core values. We believe that both MTS and Brandmovers' visions are aligned to create some of the best digital content and campaigns in the Indian telecom sector. MTS is looking at digital as an important channel for communicating with its audience, which makes our role highly strategic. We cannot wait to start!"
Brandmovers is headquartered in Atlanta with offices in the Americas, London, Mumbai, Delhi and Mexico. In India, the agency recently won businesses such as Lipton Ice Tea and Lenskart.