Bharti trims roster on $17m account

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