After a four-month search, HFCL Infotel, a venture of the HFCL Group, has appointed Quadrant Communications as its creative agency.
HFCL Infotel offers fixed line telephony, mobile telephony, broadband services, customised data services and value added services. It parted ways with its incumbent agency, Vyas Gianetti Creative (VGC) in August, after which a pitch for the brand was called.
Vijay Singh Bainsla, general manager, marketing, HFCL Infotel, reveals that Quadrant Communications won the business after a multi-agency pitch which included agencies such as TBWA, Brand Planet Elephant and Crayons Advertising. The ad spend for the brand is estimated at Rs 5-10 crore.
Rajan Narayan, president and chief executive officer, Quadrant Communications, commented on the plans for the brand, “All I can reveal at this point is that the campaign is an attitudinal one.” The agency is in the process of setting up office in the capital to oversee this account. Narayan also said that the Delhi branch will service other clients once a team is in place.
Quadrant currently has two offices in Mumbai and Pune. Its accounts include Mahindra & Mahindra’s First Choice, Godrej Fair Glow, Tata Mutual Fund and Kirloskar Group.
HFCL has two brands: Ping, the mobile services brand and Connect, the fixed landline and broadband brand. In 2007, VGC was awarded the creative duties for both. The agency was also responsible for putting in place an identity for Ping, which was launched that year. Currently Ping has 2.25 lakh subscribers and Connect has 2.61 lakh.