Grey to shoulder Reliance Communications’ Rs 2.5 bn creative duties

MUMBAI: Grey will shoulder the creative duties of Reliance Communications in an account size estimated at Rs 2.5 billion.
 
Grey, beating DDB Mudra and JWT in the final round, will have a bigger opportunity as the telecom major will also look at rolling out campaigns for 3G as it ousted incumbent agency Cartwheel Creative.
 
 Reliance Communications, a major CDMA and GSM player, had earlier assigned the media duties to MEC and OMD. Mudra Max was handling the media duties for Reliance.
 
The six-week pitch process for the creative duties engaged other agencies like JWT, McCann Erickson and Mudra.