OMD and MEC bag media mandate for Reliance Communications

The business, pegged at more than Rs 400 crore, will be shared between the two media agencies; Mudra Max is the incumbent agency

Following a multi agency pitch for one of the most significant businesses in the industry, the media duties for Reliance Communications will now be shared by Optimum Media Direction (OMD) India and MEC.

The account size is learnt to be more than Rs 400 crore and was earlier handled by Mudra Max. While both agencies could not be reached for comments, Sanjay Behl, group head, brand and marketing, Reliance Communications and chief executive officer, Big TV confirmed the development, refusing to divulge further details.

Also on the cards is the result of the creative pitch that was called by the company, which Behl says will be announced shortly. DDB Mudra and Grey Worldwide were shortlisted for the final round of presentations.

The group has been betting big on communications in the category. Recently, Big TV, the DTH (direct to home) arm of the group, entered into a strategic partnership with the ad network start-up, Networkplay.in, to monetise its video on demand (pay per view) and interactive offerings.

Reliance Communications also made quite a splash in 2009 while launching its GSM services and signing a massive three year deal with actor Hrithik Roshan as brand ambassador.