MUMBAI: Mobile operator, Aircel has divided its media duties between Starcom Worldwide and Mudra Max followed by a multi-agency pitch called in September.

Starcom Worldwide will handle the media duties for TV and digital while Mudra Max has will handle print and radio.

The account is estimated to be between Rs 1.8 billion- 2 billion.
 
It is learned from the sources that only Starcom Worldwide and Mudra Max participated in the pitch.

Dentsu was the incumbent agency.

Confirming the account movement Starcom MediaVest Group chairman- India CVL Srinivas said, "This is extremely satisfying. It was perhaps the biggest pitch in the market this year. It validates for us our media strategy. It‘s more of a testimony for us".
 
"This year we have won 14 accounts in last 10 months across offices in Mumbai, Bangalore and Delhi. It has been great for agency‘s growth. It‘s like an icing on the cake," Srinivas added.

Mudra Max CEO Pratap Bose also confirmed the development and added that Mudra Max was already handling the out of home, events and promotions business for Aircel.

McCann Erickson handles the creative duties of Aircel.