Gunjan Prasad
Mar 27, 2015

Indonesia’s telecom major shifts media duties to Mindshare

INDONESIA - Mindshare Indonesia has scooped the media duties of PT XL Axiata Tbk (XL), the third largest mobile operator in the country, with a subscriber base of about 55 million users.

Mindshare Indonesia has snagged media duties for Axiata
Mindshare Indonesia has snagged media duties for Axiata

With this win, pegged at around US$20 million, Group M has finally plugged a gap in its client roster as this is its first telecom account in Indonesia.

The win comes after a fiercely contested six-way pitch, called in December 2014, which included Starcom and Zenith. Havas Media is the incumbent agency, having held the account since 2012.

“Most telco brands in Indonesia are at a cusp today, as the speed of data adoption by consumers and growth of smart phone devices have made them navigate through unchartered territories,” said Himanshu Shekhar, CEO, Mindshare Indonesia & South East Asia. “XL is focused on driving data adoption and bringing new experiences to the Indonesian consumers. Mindshare’s ability in creating a synergy between telco brand marketing and telco as a media platform tipped the balance in its favor.”

Like some other countries in the region, the country's number of active mobile users is higher than its population. Many people have multiple SIMs and more than one phone. With 278 million subscribers, it is also the fourth largest mobile market in the world.


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