MUMBAI: M&C Saatchi has been selected as the creative agency for Future Group‘s T24 Mobile.

T24 is an "unpaid" GSM mobile service and an alliance between Tata Teleservices and Future Group.

Confirming the development, Future Media and Future Telecom, Future Group (Customer strategy) CEO Sandip Tarkas said, "T24 Mobile is one of the world‘s most unique initiative where we have loyalty programme associated with the services. We chose M&C Saatchi because we needed agency that has experience beyond creativity like in marketing and loyalty programme. To go forward with this the agency needs to segment customers and make segmented strategy and plan."

Tarkas also added that the company will spend close to Rs 250 million by the end of the fiscal on the creatives for T24.

DDB Mudra and M&C Saatchi participated in the pitch.