Tata Teleservices taps Madison’s outdoor unit

Tata Teleservices has appointed MOMS Outdoor Media Solutions (MOMS), an independent unit of Madison World, as its new OOH agency. The win follows a multi-agency pitch that saw participation from some outdoor heavy-weights such as Outdoor Advertising Professionals (OAP), Mudra, Street Culture, TDI, OMI-Lakhsya and Navia. 

Aaren Initiative is the incumbent agency.

MOMS will look into planning, buying and executing outdoor media solutions for both GSM and CDMA business of Tata Teleservices. The brief is to identify, evaluate and advocate appropriate propositions keeping in mind the target segments and the overall brand positioning. 

“We are impressed by the ideas MOMS brought on board and are confident they will deliver the integrated solutions Tata Indicom needs to leverage this important medium as we expand our operations countrywide, said Lloyd Mathias, CMO, Tata Teleservices Limited.

Said Sam Balsara, head of Madison World, “Madison World, through its unit Madison Media, deals with Tata Tea and Tata Chemicals and we are delighted that another unit of Madison World – MOMS has been given an opportunity to serve yet another Tata Company – Tata Indicom. I am confident that MOMS is equipped to handle this challenging assignment and will use its experience and expertise gained over the last several years to innovatively and cost-effectively improve Tata Indicom’s presence in out-of-home.”