Publicis added the account to its roster after a lengthy review process, which initially involved six agencies, including Bates Asia and incumbent RK Swamy BBDO. The first integrated campaign is expected to break by the end of this year. “Publicis came out on top with its innovative strategy to tap the next 300 million subscribers as well as convert some of the existing 150 million using competitive brands,” commented Sandip Das, group CEO of Maxis.
Aircel, a leading telecom provider in Chennai and Tamil Nadu, is 74 per cent owned by Malaysia’s Maxis Communications.
