Bates 141 has won the OOH business for Virgin Mobile. The agency has created a new OOH division, named ‘Atlas’, under its umbrella for the account. The agency also handles the creative mandate for the company. The incumbent agency for the outdoor business of Virgin Mobile is Poster Publicity, a unit of GroupM’s Kinetic Worldwide.
Sandeep Pathak, CEO, Bates 141, spoke of his delight at the win, “We are delighted to have been able to bring in the OOH business of Virgin Mobile, along with the other duties. It allows us to explore OOH as a strategic fit in the communication plan in an innovative way. The OOH business of Virgin Mobile would be in the range of Rs 30-40 crore.”
Prasad Narasimhan, CMO, Virgin Mobile, confirmed the development, saying, “We have moved our OOH business from Poster Publicity to Bates 141 as it handles our entire creative work.”
Atlas has already started working on the new OOH campaigns for Virgin Mobile with a 22-member team in Mumbai.
Praveen Vadhera, Country Head, 141 Wall Street, commented on the creation of a separate arm for the account, “As a strategic alignment, they have decided to integrate the OOH business of Virgin Mobile with a separate division altogether. It is the second OOH agency under Bates 141 umbrella.”
Source: Bombay Adclub