Will Reliance Communications' creative duties move to an Omnicom network agency?

The Omnicom Group currently has creative agencies such as TBWA India, BBDO India and the newly renamed DDB Mudra Group.

After acquiring 51 per cent stake in the Mudra Group last year, Omnicom Group's entire focus is now on getting big businesses on board. And, the process has already begun, as rumour has it that the creative duties for Reliance Communications, owned by the Anil Dhirubhai Ambani Group (ADAG), is likely to move to an Omnicom network agency.

The Omnicom Group currently has creative agencies such as TBWA India, BBDO India and the newly renamed DDB Mudra Group.

Interestingly, Anil Ambani continues to own the remaining 49 per cent stake at the renamed DDB Mudra Group in his personal capacity. Also, Ambani, the chairman of ADAG, is on the board of the Omnicom International Advisory Committee.

The business comprises the creative duties for Reliance Communications' GSM and CDMA services. The overall size of the account is estimated to be more than Rs 200 crore.

If rumours turn out to be true and the creative duties move, it is expected to be a big blow for Grey, which is the incumbent on the business. The agency won the account in 2010 on the back of a closely fought multi-agency pitch. Interestingly, it won the business over DDB Mudra, which was the other agency vying for the account.

Earlier, Cartwheel Creative has handled the account.