Telecom major Airtel has added ad agency Leo Burnett to its roster of agencies. Leo Burnett will handle the B2B and B2C services for the brand which includes below-the-line (BTL) activities and circle marketing campaigns. The mandate was awarded after a multi-agency pitch and will be handled by Leo Burnett’s Delhi office.
As per estimates the account size is pegged at around ₹5-6 crore.The account has moved from Wunderman Thompson which handled the business for over a decade. Industry sources say that agencies including Wunderman Thompson, DDB Mudra and Mullen Lintas, among others, were in the fray. Airtel will continue to work with Taproot Dentsu for mainline campaigns. While many brands are aligning advertising businesses under single-network companies, Airtel continues to follow its multiple-agency strategy — according to an agency insider who works with telcos, the changing landscape of the telecom business demands multiple experts on board.Shashwat Sharma, chief marketing officer, Bharti Airtel, India and South Asia told ET that he and his team are working towards creating a future-ready brand. He explains, “As we move towards the era of digital transformation, we wanted to strengthen our equity amongst youth and as an innovation thought leader.”