Currently handled by Mudra media arm OMS, the review of the group’s Rs 500 crore (US$122 million) media duties pitted Starcom against GroupM.
After briefing agencies at the start of June – with a view to launching campaigns on 12 June – the review is reportedly waiting on a final decision from Reliance ADAG chairman Anil Ambani.
One source noted that Reliance ADAG’s ownership stake in Mudra made any wholesale changes unlikely.
“But this way the prospects are kept interested and the incumbent is made to shape up,” explained the source.
