NEW DELHI: Leading Indian telecom operator, Bharti Enterprises, has
realigned its US$17 million marketing communications account in a
bid to achieve greater impact with a two-brand strategy.
It shaved its media roster and consolidated the business with Carat.
The creative assignment for Magic - India's best-selling, pre-paid
cellular card - has moved from Leo Burnett to Percept Advertising, while
the launch of fixed line and broadband services under the TouchTel brand
has been awarded to Dentsu Young & Rubicam.
Percept already handles Bharti's coporate account as well as
Mantraonline, an internet service provider, and Beetel, the company's
new electronic, push-button telephones. DY&R handles creative work for
the group's flagship brand, AirTel, the general pre-paid cards.
The agency realignments follow a decision by Bharti to pursue a dual
brand strategy -AirTel with an annual turnover of about US$255
million on one plank and TouchTel, with expected revenues of $160
million on the other.
Rajan Mittal, joint managing director of Bharti Enterprises, said: "The
launch of TouchTel marks a new beginning in line with Bharti's
high-growth restructuring strategy and corporate philosophy. It is
symbolic of the coming-of-age of wired line telephony in the
country."
Bharti's major competitor Essar Cellphone has been conducting a
multi-million dollar advertising blitz in Delhi and Mumbai. Bharti has
hit back with a television and print effort for Magic's nationwide
roaming service, featuring Indian movie stars.
TouchTel, positioned as the "caring expert", will break its campaign
soon in the northern part of India before it is rolled out to the rest
of the country.
