Airtel to choose from Zenith, Carat and Madison for its media biz

NEW DELHI: The verdict for the much-awaited media planning and buying account of Airtel is expected to be out soon.



The mobile service provider is currently evaluating its options to choose from Group M’s Zenith Media, Madison and Carat India, according to Airtel’s spokesperson. The account is estimated to be worth over Rs. 500 million. Whether the client will continue working with two agencies or will go for consolidation of both the functions remains to be seen.

“The final outcome is expected in three-seven days time. The three agencies, which we are considering are Madison, Zenith and Carat (for media planning and buying),” said the spokesperson.

The account has been under review for two months. Till date, the incumbents for the account are Carat (buying) and The Media Edge (planning). The creative duties are with Rediffusion DY&R Advertising.

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