Unitech Wireless appoints Zenith ahead of India-wide launch

According to Zenith, the agency will work to support to launch of Unitech’s telecom services nationwide with a “clutter-busting multi-touchpoint plan”.

Unitech’s campaign is expected to incorporate traditional media with a more targeted approach to reach specific groups with customised messages. The initiative is scheduled to coincide with Unitech’s service being made available across the country.

In a statement, Unitech’s executive vice-president of marketing, David Meneghello, said that Zenith had been chosen for its understanding of the telco’s desired approach, which was to target individual consumers in a “unique and precise” manner.

Meneghello added that Unitech would implement a “tailor-made media plan” for each market it entered. “Understanding and addressing each market individually is an opportunity to get closer to the consumer and build the brand locally,” he observed.

Unitech Wireless is a joint venture between Indian real estate company Unitech and Norwegian mobile service provider Telenor Group. The company is planning to roll out its GSM mobile services in eight Indian ‘circles’ by the end of the year, eventually extending to the maximum 22 nationwide.

In July, the firm aligned its creative duties with Leo Burnett. 

In March of this year, ZenithOptimedia launched Newcast, a specialist division which develops and executes non-traditional media solutions, in India.

This is the first time that this division has been launched outside of Europe.

Newcast will provide services such as branded content, sponsorship, events, experiential marketing, to clients.