Dentsu Media picks up $32 million Aircel TV brief

The contract is thought to be worth around $32 million and will be valid for a term of one year. Starcom will continue to handle the company's print media business.

Dentsu Media India’s chief executive Ruchira Raina could not be reached for comment on the win at press time. It is understood that Dentsu Media has already began work on the account.

Based in Chennai, Aircel is one of India’s leading mobile service providers and has been active in the market for the past ten years. It operates as a joint venture between Maxis Communications and Apollo Hospital Enterprise, offering GSM coverage across 17 telecom ‘circles’.

The company has around 18 million subscribers (a 6.3 per cent share of the market). Competitors include market leader Reliance Communications, Airtel, Vodafone Essar, BSNL, Idea Cellular and Tata Teleservices.

Aircel is sponsor of the Chennai Super Kings, an Indian Premier League (IPL) cricket team.