Grey wins Reliance Communications creative biz

After a multi-agency pitch, Reliance Communications has moved its entire wireless business to Grey. The account, reportedly worth over Rs 250 crores, includes all offerings of Reliance Communications including its upcoming 3G launch.

According to industry sources, the pitch process was initiated six weeks back. The agencies in the fray included JWT, McCann Erickson, Mudra and incumbent Cartwheel.

Confirming this development, Jishnu Sen, chief operations officer at Grey, said, “This is huge. A win this big, a win against industry biggies is a huge testament to the new Grey. We are on the way to being the most famously effective agency in the country. The thing that stood out in this pitch, according to me, is teamwork and passion. Across disciplines. Across levels. From the insight we cracked, to its strategic context and then finally culminating in some outstanding creative work. Every piece was right! From  the seniormost to the juniors. From Nirvik and Bindu and  Amit and Malvika to every person who worked on this pitch gave it their best. Every round, every little bit of work. That’s what we bring to all our clients. I believe that this is the first of many such announcements from Grey."

In the past few months, Grey has won several new businesses including Dabur, Fererro and Bharti Axa General Insurance.