MTS to initiate national campaign including TVC’s after Mumbai rollout

BANGALORE: Sistema Shyam Telesrvices Limited’s (SSTL) mobile telephony services brand MTS will initiate a mass media communications campaign, including TVC’s across all major national GEC, music and news channels after the roll out of its mobility services in Mumbai by the end of this year. This was revealed to by SSTL General Manager – Marketing (Brand and communication) Prasun Kumar at Bangalore on the sidelines of a press conference to announce the launch of MTS CDMA services in Karnataka today. The brand also unveiled a new logo in Bangalore today.

“In a market that is cluttered, we know that we have to spend money to be heard. Once we complete a rollout in a big circle like Mumbai, we will definitely go in for TVC’s on national GEC’s, supplemented by ads on music, news and other channels. This is about the time that our TVC campaign in Karnataka will also start – this too will be across major local GEC channels and some popular local music channels,” added Kumar
“When we rolled out services in Tamil Nadu, we had a multimedia campaign across the state on local, print, outdoor, radio and regional television in that state. We are on regional television channels and local radio stations in the other southern state circle that we are also present in – Kerala. We are planning a similar campaign for Karnataka shortly. We are also planning an on-line campaign,” further added Kumar.

Reportedly, for Tamil Nadu and Kerala the mobile telephony player had signed bundled deals with major media players such as the Sun Network and Asianet for their radio and television networks. The brand is in talks with radio stations across Karnataka.
Since October 2008, when it commenced operations, MTS has rolled out its mobility services in Rajasthan, Delhi, Tamil Nadu, Bihar, Kolkata, West Bengal, and Kerala circles and in Karnataka circle today. Harayana, Mumbai, Maharashtra and Goa circles are next within this years and Andhra Pradesh with the first half of next year according to SSTL President and CEO Vsevolod Rozanov.
Saatchi and Saatchi handle the creative duties and MPG the media buying for MTS.

SSTL is a joint venture company between Sistema {LSE-SSA} of Russia and the Shyam Group of India. It has spectrum in all the 22 circles across the country. SSTL has tied with Mobile TeleSystems OJSC of Russia to bring in the MTS telecom brand to India.

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