Y Digital bags MTS business
“Reaching out to our customers in the digital arena is an essential part of our data centric strategy. We plan to spend about 15 20 per cent of our total ad budget on digital. MTS is in the process of rolling out a series of digital initiatives and innovations designed to empower and engage our customers,” says Amitesh Rao, director, brand and media, MTS India.
MTS’ media duties are handled by Media Planning Group (MPG) India, the media buying arm of Havas Media, and its creative duties lie with Rediffusion Y guess canada “We zeroed in on Rediffusion Y which already handles the creatives for us, as it understands our mandate and there is a synergy,” says Rao.
Commenting on the partnership, Rachana Dharia, business head (digital), Rediffusion Y says, “Telecom provides immense opportunity to leverage the digital platform due to its direct engagement with guess canada customers and their relationship with communication. With MTS being a youth brand, we will leverage the digital medium and take the brand further into the youth mind space.”
Y bags creative mandate of Anandabazar Patrika
ABP Group’s Bengali broadsheet daily, has appointed Rediffusion Y to handle its creative duties. The multi agency pitch, which saw participation from about seven agencies, was held in Kolkata. The agency’s Kolkata office will service the account.
Anandabazar Patrika’s creative duties were earlier handled by Inner Circle Advertising India. However, the newspaper had hired Bates CHI Partners (on a p guess canada roject basis) to conceptualise its last major campaign, which took place during Durga puja, last year.
Confirming the news, vice president, Bengali dailies, ABP Group, says the agency was selected after techno commercial evaluation. “We gave the agencies a set of criteria including credibili guess guess canada canada ty, prior experience and earlier quality of work. We did a holistic evaluation and chose Rediffusion Y Sinha says. He adds that maintaining and keeping the excitement alive of a century old brand in a competitive market is a challenge, which the newspaper brand faces.