MUMBAI: The BK Modi Group's Spice Mobile has awarded its media planning and buying duties to Optimum Media Solutions (OMS). The multi-agency pitch involved three agencies including OMS.

While industry sources pegged the account between the range of Rs 120 - 150 million, Spice Mobile marketing head Payal Gaba declined to put a figure to the size of the account citing that they were a new and growing company and that the account is a sizable one.

Gaba says, "We are happy to announce OMS as our media planning and buying agency for Spice Mobile Phones. This selection has been done after undergoing a rigourous pitching process amongst a few other agencies. We appreciate the planning process followed in OMS and would believe that the same shall be taken forward for efficient planning of Spice Mobile Phones launch across the country. Being a crucial first year of launch, we would require their support in cost-efficient media buying for effective usage of media."

Speaking on the size of the current mobile handset market in India, which has been pegged at between Rs 2 - 2.5 billion, she said that Spice Mobile will be competing with the Nokias, Samsungs and LGs of the world. After launching in North India, the company has set its eyes on the East and will be beginning operations there this month.

"Once we begin our country-wide roll out, our media budget will also increase and we will be resetting targets," Gaba informs.

Spice Mobile will be targeting males aged 20 - 40 years in the SEC B, C and D and also the R1 and R2 segments. The focus will be more on the SEC C and D segments. The company at present has three phone models priced at Rs 2499, Rs 3999 and Rs 5799. Gaba says that more models will be launched very soon.

Spice Mobile Phones is an M Corp Global venture into the cellular handset market in India. M Corp Global is India’s leading trans-national group with a $250 million turnover.

With a strong lineage in the cellular services in India, M Corp Global is expanding its business horizon and is all set to revolutionise the 'ICE – Information, Communication and Entertainment' sector, with its new age technologically advanced state of art mobile phones for the entry, mid and premium segment.

Former Miss World 2000 and actor Priyanka Chopra recently launched the range of Spice Mobile Phones in New Delhi. She will be playing a key role in building a strong bond with the Indian consumers and communicating the Spice Imagery of 'Style International, Dil Phir Bhi Indian.'