Brand News

GroupM is Airtel's Media AoR; Milestone Brandcom to handle OOH


Telecom major Airtel has appointed GroupM as its media AoR (agency on record). GroupM will handle the traditonal media and digital media duties for the brand. Dentsu Aegis Media's outdoor agency, Milestone Brandcom, has been given the out-of-home business of the brand.

The size of the media account is estimated to be around Rs 400 crore. This includes the OOH spends that is estimated to be around Rs 50 crore.

The business has moved to the WPP company from Madison Media which had been handling the media duties of Airtel for over a decade.

The media business will be handled from GroupM's Gurgaon office under Team Airtel, a unit that is being set up under the leadership of Mausumi Kar, a senior GroupM resource, who has over 15 years of media experience and has been part of GroupM for the past eight years.

Commenting on the win, CVL Srinivas, CEO, GroupM South Asia, says, "The GroupM network has been at the forefront of creating innovative media solutions for its clients. We have taken several initiatives in the recent past to make our agency brands and units a lot more in tune with tomorrow. The biggest challenge our clients face is managing the complexity of a very disruptive media landscape. Our network is delighted to be chosen by Airtel as its media partner."

JWT India and Taproot India handle the creative duties of Airtel.