Unitech Wireless has appointed ZenithOptimedia as its media partner to develop and implement a clutter busting multi-touch point plan that supports the launch and roll-out of Unitech Wireless’ telecom services across India.
As a key business partner, the agency focus will include traditional mass media to deliver saliency for the brand and product offerings as well as a robust innovative media approach to reach specific groups individually with customized messages.
The process to select the media agency ensured both transparency and speed. Six leading media agencies were briefed together in one forum to ensure the brief was consistent and competition evident to each. The three agencies shortlisted basis their presentations entered a second round of presentations and business & commercial negotiations. The second round took place on one evening and ZenithOptimedia was selected at the end of the session.
“For a service that’s underpinned on the individuality of each customer, reaching them in a manner that is unique and precise would be crucial. ZenithOptimedia understood our approach, and the challenge, and impressed us with their innovations to do this effectively and efficiently. I believe we have the right partner to make our brand a success,” said David Meneghello, Executive Vice-President, Marketing, Unitech Wireless.
“These are exciting times as India is witnessing phenomenal growth in the area of technology and communication and Unitech Wireless have a thought-provoking and progressive communication agenda that completely integrates several opportunities offered by today’s media environment. The ZO team is extremely proud to be partnering in this path breaking process”, said Ambika Srivastava , CEO, ZenithOptimedia.
The launch media campaigns will mirror Unitech Wireless’ rollout plans. Advertising will break circle by circle; leveraging strong local media availability and ZenithOptimedia’s local market expertise of understanding consumer touch points in each launch market. The campaign is expected to optimize with a national media burst coinciding with national service availability.
On the budgets for the campaign, Mr. Meneghello added, “Understanding and addressing each market individually is not only our strategy but also an opportunity to get closer to the consumer and build the brand locally. This allows us to plan with precision and commit budgets that yield more. Each market we enter will have its own tailor-made media plan and spends. While modular, our spends will reflect the needs to establish a strong telecommunications brand in India.”
The Unitech Wireless account will be led by Navin Khemka, backed by a strong team of planners, buyers and ideation experts. ZenithOptimedia’s CEO, Ambika Srivastava; Managing Director (North & East) Mr Satyajit Sen and Chief Strategy Officer, Pavan Chandra, will support Navin’s team as the service moves toward launch.