Aircel, one of the leading players in the telecom industry, has awarded its digital duties to Isobar India. AdAge India had previously reported that Cheil India and Isobar were the front-runners for the account. Sources within the industry have confirmed on Isobar walking away with the business.
The mandate involves managing brand's social media and creatives on the digital front. Sources have confirmed that digital media buying is not a part of this mandate.
However, the size of the account could not be ascertained at the point of filing this report.
At present, Aircel's creative duties are handled by DDB Mudra. The account was handed over in 2015 following a multi-agency pitch. McCann Erickson was the incumbent agency on the creative duties.
As per several published reports, Aircel's media duties are handled by Starcom MediaVest Group. The telecom consolidated its duties with the media agency in early 2015.
In the past, Aircel has done some interesting digital campaigns such as 'Dad I Am in Ad', 'The Mouse that Saved the Tiger', 'Recharge Store' and others. One of its most impactful campaigns included Bloggers Contest - Aircel All Access, where it created content around IPL 2013.
The brand also launched a television in late 2015 titled 'See You Online Ba!'. It was a fun-toned ad campaign that portrayed a world where people no longer need to meet physically or 'offline' since everyone is 'online'.
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Aircel is jointly owned between Maxis Communications of Malaysia and Apollo Hospitals of India, with Maxis Communications holding a majority stake of 74%. In October 2010, Aircel completed its Pan India footprint, presence in all 23 telecom circles. Some of its services include Aircel Pocket Internet and Aircel Pocket Apps.