MTNL has retained Percept/H as its creative agency for the GSM category. MTNL is one of the largest telecom service providers in Mumbai and Delhi.
Percept/H also participated in the pitch process and retained the business, which is estimated to be worth around Rs 15 crore. The media duties are handled by Allied Media, Percept’s media agency.
The GSM business has two products, Dolphin (prepaid card) and Trump (postpaid card). Percept/H was handling the MTNL business for six months on a project basis, following which the telecom company called for a fresh pitch.
All media, except TV, will be used since MTNL’s new campaign is restricted only to Mumbai and Delhi (MTNL provides these services only in these cities). Ajay Verma, senior vice-president, Percept/H, says, “The new campaign is going to talk about the different tariff plans available from MTNL. We are using most of the media vehicles, such as Internet, radio and print.”
Shashank Malvya, deputy general manager, marketing, MTNL, says, “Our primary target group is youngsters, followed by low end consumers who are just in the position to buy a mobile. People who want to change their service provider will also be a target group for us.”
Malvya adds, “We are the third entrant in the telecom service provider segment. We entered the market in Mumbai after BPL and Max Touch (now Vodafone), but we still have a market share of 24 per cent.”