TBWA wins creative duties for Loop Mobile; size of business pegged at Rs 25-30 crore

McCann Erickson is the incumbent agency on the account

In the wake of a multi-agency pitch, Loop Mobile has announced the appointment of TBWA India as its new creative agency on record. The agency will be responsible for handling all creative communication for the brand in the Mumbai circle.

It has been learnt that amongst the agencies in the fray were Publicis India and McCann Erickson. The media duties for the brand are handled by Maxus.

McCann Erickson is the incumbent agency on the Loop Mobile account. The agency was responsible for the re-branding of BPL Mobile to Loop Mobile, back in 2009.

After the noise made at the time of re-branding, there hasn't been much on the communication circuit for Loop. Now, the brand has decided to up its communication and invest in its network as well as infrastructure, and take its customer service to the next level.

Commenting on the decision to appoint TBWA, Sandip Basu, chief executive officer, Loop Mobile, says, "We have invested over Rs 300 crore to upgrade to NGIP (Next Generation IP) network. This highly efficient network upgrade enables us to offer unmatched voice clarity and extensive coverage, along with high-speed data services. In keeping with our plans to move to the next level of customer delight, we decided to review our creative agency partner arrangement and were very impressed with TBWA's approach, hunger and understanding of the challenges and opportunities facing the brand."

Shiv Sethuraman, chief executive officer, TBWA India Group, adds, "This is a huge win for us. Not just because it is an exciting and fast growing category where we were hitherto unrepresented, but also because Loop Mobile is a pioneering brand in so many ways. We are thrilled about the opportunity to partner Loop Mobile in the next phase of its journey. There are many exciting and bold plans in the pipeline, and our team in Mumbai can't wait to get started."

afaqs! learns from industry sources that the agency's upcoming campaign for Loop Mobile will break in the next six to eight weeks. All media channels will be utilised for the 360-degree campaign.

For the record, Loop Mobile is a pioneer in the mobile telephony sector, being the first to establish services in Mumbai in 1995 as BPL Mobile.