Rediffusion YR Wins Creative Duties for MTS

The account size of the business is estimated in the excess of Rs.200 crore. Sistema Shyam TeleServices Ltd. (SSTL) has handed over the creative duties for its mobile services MTS to Rediffusion Y&R after a multi-agency pitch.

The account was up for a pitch in August, with the incumbent agency Saatchi & Saatchi and Rediffusion-Y&R battling it out in the final stage. Rediffusion-Y&R, having emerged the winner, will start work on the account from its Gurgaon office with immediate effect.

SSTL is a joint venture between Sistema {LSE: SSA} of Russia and the Shyam Group of India. SSTL has been allocated spectrum to provide mobile telephony services in all the 22 circles across the country. MTS is well recognized in India and worldwide for its commitment to high quality and innovative telecom solutions and has recently been ranked by Millward Brown as 72nd out of the top 100 brands in the world.

In a short span of time, MTS has secured over 7 million subscribers in the telecom circles of Kolkata, West Bengal & Sikkim, Rajasthan, Chennai & Tamil Nadu, Kerala, Bihar & Jharkhand, Mumbai, Maharashtra & Goa, Delhi & NCR, Haryana, Karnataka and Andhra Pradesh. MBlaze, the data service of MTS, offered in 84 towns of India, has over 2.5 lakh subscribers so far since its launch in November 2009. MTS has more than 100 million subscribers across the world.

Source: Percept

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