MAM
MTS awards creative duties to Rediffusion-Y&R
MUMBAI: Telecom services provider MTS has awarded its creative duties to Rediffusion-Y&R after a multi agency pitch. Saatchi & Saatchi was the incumbent agency.
The account size is pegged at Rs 2 billion. Rediffusion-Y&R will start work on the account from its Gurgaon office with immediate effect, the company said.
Rediffusion-Y&R chairman and managing director Diwan Arun Nanda says, “We are delighted to be chosen to partner MTS to make them an iconic future generation telecom brand in India.”
MTS is present in 12 telecom circles – Kolkata, West Bengal & Sikkim, Rajasthan, Chennai & Tamil Nadu, Kerala, Bihar & Jharkhand, Mumbai, Maharashtra & Goa, Delhi & NCR, Haryana, Karnataka and Andhra Pradesh. Its parent company Sistema Shyam TeleServices (SSTL) has been allocated spectrum to provide mobile telephony services in all the 22 circles across the country.
SSTL is a joint venture between Sistema of Russia and the Shyam Group of India. Sistema is the majority shareholder in this JV with a 74 per cent equity stake; the Shyam Group holds a 23.5 per cent and the remaining 2.5 per cent is publicly held.
SSTL chief marketing officer Leonid Musatov said, “We are glad to have Rediffusion-Y&R on board. We have found an ideal partner in them, knowing their exceptional track record in the telecom space in the past, and the zeal and passion shown by their team. I believe we will be able to take MTS to great heights with this partnership.”
MTS claims it has over seven million subscribers in the 12 telecom circles it is operating at present. Also, MBlaze, the data service of MTS, offered in 84 towns of India, has over 0.25 million subscribers so far since its launch in November 2009.
Brands
RR Kabel expands FMEG portfolio with kitchen appliances and air coolers
Company forays into mixers, cooktops and hand blenders under RR Signature brand.
MUMBAI: RR Kabel has just cooked up something new and it’s not just another wire. The leading wires and cables manufacturer has announced a significant expansion of its Fast-Moving Electrical Goods (FMEG) portfolio by entering the kitchen appliances segment and strengthening its air coolers range under the premium RR Signature brand. The company has introduced Mixer Grinders, Electric Cooktops (both Induction and Infra-Red variants), and Hand Blenders. These products mark RR Kabel’s strategic foray into everyday kitchen essentials, allowing it to reach deeper into Indian households beyond traditional electrical categories.
The Induction and Infra-Red Cooktops are seeing particularly strong demand amid global developments affecting LPG pricing and supply. Consumers are increasingly shifting to electric cooking for its energy efficiency, precise control, and safety features. RR Signature is reinforcing its ‘Aapke Kaam Ki Baat’ promise with best-in-class warranties across the range.
The company also plans to introduce additional kitchen appliance categories in FY26-27. In parallel, it has expanded its Air Cooler portfolio with new Industrial (Semi-Commercial) models featuring higher tank capacities and superior air throw, catering to both commercial users and households seeking powerful cooling during intensifying summers.
RR Kabel executive director Mahhesh Kabra said, “Our expansion into kitchen appliances allows us to connect with consumers at more touchpoints in their daily lives, while our expanded air cooler range addresses the rising need for effective cooling solutions. These launches reflect our continued focus on quality, innovation, and market relevance.”
By stepping into kitchen appliances and enhancing its cooling solutions, RR Kabel is wiring itself more deeply into Indian homes proving that even a cables company knows how to heat things up in the kitchen and keep things cool elsewhere. The move positions the brand for broader growth as it evolves from wires to a more complete home solutions player.
