Etisalat appoints McCann's MRM Worldwide

Following a multi-agency pitch, Etisalat DB has appointed McCann Worldgroup's MRM Worldwide as its creative agency. As reported by Campaign India earlier, the company has appointed Karishma Initiative (part of the Lintas Group) as its media agency. These agencies will partner the UAE based telecom firm to launch its services in India.

Prasoon Joshi, executive chairman of McCann World Group said, "We are very proud partnering with a stellar global brand like Etisalat. We are delighted to join them at an exciting time in the development of mobile telecom in this country. We believe Etisalat has the experience and the focus to become a brand of preference in India very quickly and emulate the success they have already had in their domestic market and other global markets."

An official spokesperson from Etisalat DB said, "We are delighted to partner with McCann Worldgroup's MRM Worldwide and Karishma Initiative. The strategic clarity and brand-centricity of McCann Worldgroup along with a powerful understanding of the Indian consumer makes us very excited to bring them on board. We are also confident of Karishma Initiative’s capability in identifying, evaluating and advocating appropriate media propositions keeping in mind the overall brand positioning of Etisalat DB. These partnerships will allow us to leverage the capabilities of both agencies for our forthcoming roll-out of services in India."

Headquartered in Mumbai, Etisalat DB Telecom is a joint venture between Etisalat and Dynamix Balwas Group. It has the Unified Services Access License in 15 circles including Andhra Pradesh, Delhi, Gujarat, Haryana, Karnataka, Kerala, Maharashtra, Mumbai, Punjab, Rajasthan, Tamil Nadu, Uttar Pradesh (East), Uttar Pradesh (West), Madhya Pradesh and Bihar.