Rediffusion wins digital mandate of MTS

The digital arm of the agency will handle all digital brand communication -- creative, online media and social media duties -- for the telecom company

BestMediaInfo Bureau | Delhi | November 29, 2011

Following a multi-agency pitch, the digital arm of Rediffusion Y&R has won the digital account of Sistema Shyam TeleServices which provides telecom services under the MTS brand. It will manage all digital brand communication -- creative, online media and social media duties -- for the telecom company.

Commenting on the partnership, Rachana Dharia, Business Head (Digital) of Rediffusion Y&R, said, "MTS is one of the fastest growing telecom brands in the country. Telecom provides immense opportunity to leverage the digital platform due to its direct engagement with customers. MTS is a youth brand, and we are excited about leveraging the digital medium and taking the brand further into the youth mind space. We intend to do some extraordinary innovations that reach out to the ever-growing digital audience.”

Amitesh Rao, Director - Brand & Media, MTS, commented, “As a next generation digital brand, MTS is in the process of rolling out a series of digital initiatives and innovations designed to empower and engage our customers. Reaching out to our customers in the digital arena is an essential part of our data-centric strategy, and in Rediffusion Y&R – Digital we have the right partner to effectively expand the digital footprint of the MTS brand.”

Rediffusion Y&R President D Rajappa said, “We are delighted to deepen our engagement with MTS and to partner with them in their focused quest for growth by leading the data space and building franchise among the fast growing youth market.  Rediffusion will endeavour to provide seamless marketing support to MTS through effective collaboration across all media to create engaging and impactful creative content.”

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