Tata Teleservices is planning to launch its GSM service in parts of the country. Considering that telecom is the largest category spender in outdoor, contributing close to 42 per cent of the industry’s business, it is no wonder that Tata Teleservices has planned extensive outdoor advertising for the launch.
For this, the company has awarded its media duties to two outdoor agencies — Outdoor Media Integrated (OMI), a division of Laqshya Media, for Maharashtra (excluding Mumbai) and Goa, and Navia Asia for Mumbai.
The agencies will look into the planning, buying and execution of outdoor media solutions.
Tata Teleservices’ GSM service, called Tata DOCOMO, arises out of the Tata Group’s strategic alliance with Japanese telecom major, NTT DOCOMO, which took place in November 2008. The service was launched in Kerala and Orissa in June.
In an official communiqué, Abdul Khan, head, GSM marketing and advisor to MD, Tata Teleservices, said, “Our GSM operation is bound to create ripples in the hugely competitive telecom market. We are looking at partners who will join forces with us in this endeavour. OOH will play a critical part, especially in the metros. We are confident that both Laqshya and Navia Asia are capable of taking on the crucial responsibility for OOH communication and visibility for the GSM operations.”
Sanjay Yashroy, President, OMI says, “At Laqshya Media, we are indeed privileged to partner with Tata Teleservices’ GSM operations for their out-of-home advertising needs. We understand the critical role that OOH plays in the telecom domain. Our experience and credentials will hold us in good stead and ensure the best vantage points for the GSM brand.”
Sanjay Shah, CEO, Navia Asia also confirms that the agency will handle the outdoor media duties for the Mumbai circle. He informs that this is the only telecom brand that Navia Asia is handling for now.