MUMBAI: JWT India will shoulder the creative duties of Airtel, terminating the telecom operator‘s 15-year-old relationship with Rediffusion Y&R, in an account size pegged at Rs 4 billion.
 
Airtel, India‘s biggest telecom operator, had called for the pitch two months back.
 
Redifussion – Y&R was serving Airtel since its inception in 1995. Airtel had, however, selected JWT India for handling the creative duties of its DTH venture Airtel Digital TV when it launched in 2008.
 
Recently, Rediffusion Y&R had lost Colgate Palmolive India, a prized account it had serviced for 25 years. The account moved to Bates 141 as part of global realignment.