Indiantelevision.com Team

(31 July 2007 6:22 pm)

MUMBAI: Following a multi agency pitch, Afghanistan's GSM mobile service provider Afghan Wireless Communication Company has appointed TBWA\India as its brand consultant for all its integrated communications needs.

The communications budget is equivalent to approximately Rs 200 million for campaigns which will run largely in Afghanistan.

Afghan Wireless chief commercial officer Tushar Maheshwari said, "We went through a competitive pitch process involving agencies in both Dubai and India and after due consideration have decided on TBWA/India. They truly believe in their philosophy of disruption. This marries very well with what our company stands for and how we have gone about in defining the telecom landscape in Afghanistan."

TBWA\India senior vice president Nirmalya Sen said, "In a category that has attracted some large players from overseas, Afghan Wireless is a true-blue Afghan brand. This is their biggest competitive advantage and differentiation. Our challenge was that, right at the pitch, we had to establish that we understood how the Afghan mind works. We are now looking forward to an opportunity to co-create this brand. The ever-evolving nature of the country and with it the category will make this a fulfilling challenge for each one of us at TBWA/India."