Telecommunications player Aircel has split its media duties between Starcom MediaVest Group (SMG) and Mudra Max. While SMG will handle the television and digital duties, Mudra Max will be handling print and radio duties for the brand. Industry sources estimate that the brand will be spending close to Rs 180 crore, with around 85 to 90% of the spends allocated for television and digital.
Confirming the development with Campaign India, CVL Srinivas, chairman, Starcom MediaVest Group and managing director, LiquidThread (APAC and India), said, "We are delighted to continue this winnig streak across all our offices. This win is the icing on the cake, given the recent wins in our other offices."
Prior to this, the media duties were divided amongst Dentsu Media and Starcom Worldwide. Dentsu chose not to participate in the multi-agency pitch process.